Lecture 04 Persuasive strategies Flashcards
Cue in design
Make sure the cue stands out but does not hinder the user
Reaction in design
Build a trust relationship with the user, provide a positive user experience (UX)
Evaluation in design
Discuss pros & cons (chatbot)
Motivational interviewing
Personalise and tailor
Ability in design
Automate where possible
Indicate steps needed to perform action (Fogg’s tunneling)
Increase self-efficacy
Timing in design
Link with the user’s calendar
Make specific agreements regarding time
Stop negative behaviours (CREATE in reverse)
- Remove the cue.
- Replace the routing by hijacking the
reaction. - Surround the individual with others
who do not engage in the action or
disapprove of it. - Think of consequences, accentuate
them. - Increase the costs.
- Add inconvenient factors to slow the
process.
Fogg’s behaviour model
B = MAT/MAP, B=Behaviour, M=Motivation, A=Ability, T=Trigger/P=Prompt
MAP/MAT must be in effect simultaneously for a behaviour to occur
Fogg’s behavior model: motivators
- Sensation: pleasure over pain.
- Anticipation: hope over fear.
- Belonging: social acceptance over
rejection.
Fogg’s behavior model: ability/simplicity factors
- Time
- Money
- Physical effort
- Brain cycles/thoughts
- Social deviance
- Non-routine
Fogg’s behavior model: prompts
- Spark, LM/HA (Encouragement)
- Facilitator, HM/LA (Help)
- Signal, HM/HA (reminder)
Cialdini’s 7 persuasive principles
- Reciprocity - Give what you want to receive.
- Liking - Highlight genuine similarities and provide praise!
- Social proof - Use peer power to increase motivation!
- Authority - Express expertise in the domain!
- Commitment - Make commitments active, public and voluntary!
- Scarcity - Highlight unique benefits!
- Unity - Show alignment in identity and values!
