mit$medialab$–members$week$ - courses.media.mit.edu · • social$influence$/$persuasion$ •...
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• MIT Media Lab – Members Week • Oct 27 – Wellbeing talk (Me?)
• Oct 29 – Posters (out of class)
• Persuasive Technology – Conference • Nov 13 – Submission Deadline for Research Papers
• Jan 29 – Submission Deadline for Posters, Demos
Important Dates
• Social Influence / Persuasion
• Typology of Computer-‐Supported Influence
• Reviewing Student Projects
• Assignment 4
Class 4 – Oct 1
There is [this group of people]
who currently [do this unsaSsfactory behavior].
In the future, I would like them to [do this new behavior].
Defining Behavior Change
h6p://levieva.blogspot.fi/2011/06/social-‐psychology.html
@agsS
Socially"Influencing"Systems"
(SIS)"
Social"Influence"
Information"Systems"
Social learning (SL)!Social comparison (SC)!Normative influence (NI)!
Social facilitation (SF)!Cooperation (CR)!
Competition (CT)!Recognition (RE)!
!Users!
Interaction!
Interfaces!Information!
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CT!Competition!
SL!Social!
learning!
SC!Social
comparison!
CR!Cooperation!
NI!Normative!influence!
SF!Social
facilitation!
RE!Recognition!
SOCIAL INFLUENCE"
Downward! Upward!
Injunctive! Descriptive!
Goal! Gain!
Goal! Together!
Participants! Onlookers!
@agsS
CT!Competition!
SL!Social!
learning!
SC!Social
comparison!
CR!Cooperation!
NI!Normative!influence!
SF!Social
facilitation!
RE!Recognition!
INVOLVEMENT
ENGAGEMENT
PARTICIPATION
(BJ Fogg 2003)
• Social Influence / Persuasion
• Typology of Computer-‐Supported Influence
• Reviewing Student Projects
• Assignment 4
Class 4 – Oct 1
PERSUASION SOCIAL
INFLUENCE
@agsS
PERSUASION
an acHon of causing someone to do something through reasoning or argument
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SOCIAL INFLUENCE
a capacity to have an effect on the behavior of someone
in a social context
PERSUASION SOCIAL INFLUENCE
Cialdini (2009) Liking, scarcity, authority, consistency, reciprocity Social proof
Guadagno et al. (2014) External pressure
O’Keefe (1990) Reasoning and argument AcSons of surrounding people
PeWy and Cacioppo (1986)
Central and peripheral cues
RashoWe (2007) WriYen or spoken messages InteracSon with others
Wood (2000) Detailed argumentaSon Enabled by complex social seZngs
PERSUASION SOCIAL INFLUENCE
Origin IntenSon or agenda Presence of other people
Driver Reasoning or argument Behavior of surrounding people
Impact Controlled and guided Unpredictable and ambient
DirecHon Push Pull
• Social Influence / Persuasion
• Typology of Computer-‐Supported Influence
• Reviewing Student Projects
• Assignment 4
Class 4 – Oct 1
TYPOLOGY OF
COMPUTER-SUPPORTED INFLUENCE
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COMPUTER – MEDIATED (CME)"
FACE–TO–FACE (FTF)"
COMPUTER – HUMAN (CHU)"
COMPUTER – MODERATED (CMO)"
INTE
RPE
RSO
NAL"
INFL
UEN
CE"
User"behavior"
User"content"
Dynamic"design"
Dynamic"content"
Persuasive"design"
Content Design
Fixed (FC)
Preset by developers and owners
Supports CHU influence
(FD)
Preset by designers
Supports CHU influence
Dynamic (DC)
Generated by users
Supports interpersonal CME influence
(DD)
Evolving through user behavior
Supports interpersonal CMO influence
@agsS
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374 �Jogging: �
12 �Jogging: �
0 �
Usually: �
82 �Usually: �
20 �
• Social Influence / Persuasion
• Typology of Computer-‐Supported Influence
• Reviewing Student Projects
• Assignment 4
Class 4 – Oct 1
• Social Influence / Persuasion
• Typology of Computer-‐Supported Influence
• Reviewing Student Projects
• Assignment 4
Class 4 – Oct 1
• Define Behavior Change using Template
• Story Board of your Project Idea • Sequence of Images (or AnimaSon)
• Exemplify / Illustrate your Envisioned Urban IntervenSon
Assignment 4
• Demo • Computer AnimaSon
• Video
• Animated Visuals
• User Study • Recruit ParScipants
• Experiencing Demo
• QuesSonnaire / Interview
Student Projects
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