persuasive technology: practicing social influence powers to change people's behaviors and...
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Persuasive technology is broadly defined as technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not through coercion (Fogg 2002). Such technologies are regularly used in sales, diplomacy, politics, religion, military training, public health, and management, and may potentially be used in any area of human-human or human-computer interaction. Most self-identified persuasive technology research focuses on interactive, computational technologies, including desktop computers, Internet services, video games, and mobile devices (Oinas-Kukkonen et al. 2008), but this incorporates and builds on the results, theories, and methods of experimental psychology, rhetoric (Bogost 2007), and human-computer interaction. The design of persuasive technologies can be seen as a particular case of design with intent (Lockton et al. 2010). /from wikipedia.org/TRANSCRIPT
Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors
and AttitudesTwitter Case Studies
Agnis StibeDoctoral Candidate and Project
ResearcherDepartment of Information Processing
Science
[email protected]+358 401490499
@agsti
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Persuasion is:
the influence
of beliefs, attitudes, intentions, motivations, or behaviors.
a process
aimed at changing people’s attitude or behavior, by using written
or spoken words to convey information, feelings, or reasoning, or a
combination of them.
Source: http://en.wikipedia.org/wiki/Persuasion
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Source: http://www.flickr.com/photos/34557143@N07/3283901503/
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Source: BJ Fogg
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Source: BJ Fogg
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
PSD Model
Riga Business SchoolJune 12, 2012 Source: Oinas-Kukkonen H.
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Outcome/Change Matrix
Riga Business SchoolJune 12, 2012
Source: Oinas-Kukkonen H.
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Categories of Persuasive Features
Riga Business SchoolJune 12, 2012
Source: Oinas-Kukkonen H.
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Categories of Persuasive Features
Riga Business SchoolJune 12, 2012
Source: Oinas-Kukkonen H.
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Expected Contribution
Feedback
Participation
BehaviorChange
Incrementality?
CognitiveDissonance?
Social Learning
Social Comparison
Normative Influence
Social Facilitation
Cooperation
Competition
Recognition
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Socio-Technical Context
Social Influence
Social Web
Individuals Persuasion
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
CASE STUDY : 1
Incremental Persuasion through Microblogging: A Survey of Twitter Users in Latvia
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
Research question
What kinds of inherent persuasion patterns
do exist in Twitter that can
change users’ behaviors and/or attitudes?
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Research settings July 19-28, 2010Latvia
Quantitative survey online:-37 questions-403 valid responses
Invitations for users:-7 tweets by authors-1 author’s blog entry in
- http://ilzeberzina.wordpress.com/-Several authors’ messages in other social networks
-37 retweets by other Twitter users-1 reference in technology blogger article
Source: Stibe A., Oinas-Kukkonen H., Berzina I., Pahnila S. 2011
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Profile of the respondents
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Number of followees and followers you have in Twitter?
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
How often do you tweet?
χ2(6)=18.059, p=0.006
The amount of tweeting increases over time.
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Regarding content in Twitter you consider yourself as?
χ2(9)=29.789, p=0.000
Experienced users generate more content than new users.
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
What is the level of credibility in Twitter?
χ2(9)=21.130, p=0.012
The longer one has used the Twitter the higher trust the user has for it.
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Are there unwritten behavioral rules in Twitter?
χ2(6)=19.064, p=0.004
Twitter users learn over time unwritten communication and/or behavioral rules in Twitter.
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Is Twitter a powerful tool to call to action outside the virtual world?
χ2(6)=18.551, p=0.005
Twitter is powerful tool to call for action offline, i.e. outside the virtual world, and experienced users are more ready to take action based on their communication via Twitter.
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Summary of findings
Content generators
Trust information
Recognize unwritten
communication rules
Powerful tool to call to
action outside the virtual
world
Number of followers and
followees Intensity of
tweeting
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
4th postulate of Persuasive Systems Design framework
I N C R E M E N T A L S T E P S
CHANGE
Source: Stibe A., Oinas-Kukkonen H., Berzina I., Pahnila S. 2011
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
CASE STUDY : 2
Comparative Analysis of Recognition and Competitionas Features of Social Influence Using Twitter
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Research Context
Recognition
Competition
PSD model : Social Influence
Social Cognitive Theory : Self-Regulation
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Research Question
How and to what extent social influence design principles
can persuade people
to participate in sharing feedback?
Recognition
Competition
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Research Framework
Social Cognitive Theory
Bandura, 1991
PSD Model
Oinas-Kukkonen & Harjumaa, 2009
User Participation
Riga Business SchoolJune 12, 2012
Source: Stibe A. and Oinas-Kukkonen H. 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Research Setting
• A system developed on top of Twitter
• A pilot study conducted in class setting with master students– 37 participants in two computer rooms
• 18 in recognition room• 19 in competition room
– 30 minutes hands-on use of the system– 6 questions in total displayed to the participants– Participants responded to questions using Twitter
• Online questionnaire about perceptions (47 questions, mainly Likert-7)
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Persuasive 2012Linköping, Sweden: June 7, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Persuasive 2012Linköping, Sweden: June 7, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Findings: Recognition vs. Competition
More encouraging to participate
Independent sample t-test
Riga Business SchoolJune 12, 2012
Source: Stibe A. and Oinas-Kukkonen H. 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Findings: Had vs. Had Not (seen themselves on the screen)
More encouraging and motivating to tweet
Riga Business SchoolJune 12, 2012
Source: Stibe A. and Oinas-Kukkonen H. 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Conclusions
• Contributions:– Scientific:
An empirical analysis of persuasive software features from the PSD model;– For business:
A persuasive and operational system to engage customers in feedback sharing.
• Limitations:– Class setting;– Sample: education and age;– Missing the control group.
• Further research:– Field-testing - actual use;– Other social influence features.
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Riga Business SchoolJune 12, 2012
CASE STUDY : 3 (ongoing)
Social Influence on Customer Engagement: The Effects of Social Learning, Social Comparison, and Normative Influence
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Ongoing Studies: Social Comparison
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Ongoing Studies: Normative Influence
Riga Business SchoolJune 12, 2012
.oulu.fi
Agnis Stibe “Persuasive Technology: Practicing Social Influence Powers to Change People's Behaviors and Attitudes - Twitter Case Studies”
Research Model (PLS)
Riga Business SchoolJune 12, 2012
@agsti
+358 401490499
Thanks to:
the Finnish Funding Agency for Technology and Innovation
the Foundation of Nokia Corporation