Persuasive Design Principles Flashcards
Reduction
Primary Task Support
A system that reduces complex behaviour into simple tasks helps users perform the target behaviour, and it may increase the benefit/cost ratio of a behaviour.
System should reduce effort that users expend with regard to performing their target behaviour.
Tunneling
Primary Task Support
Using the system to guide users through a process or experience provides opportunities to persuade along the way.
System should guide users in the attitude change process by providing means for action that brings them closer to the target behaviour.
Tailoring
Primary Task Support
Information provided by the system will be more persuasive if it is tailored to the potential needs, interests, personality, usage context, or other factors relevant to a user group.
System should provide tailored information for its user groups.
Personalization
Primary Task Support
A system that offers personalized content or services has a greater capability for persuasion.
System should offer personalized content and services for its users.
Self-monitoring
Primary Task Support
A system that keeps track of one’s own performance or status supports the user in achieving goals.
System should provide means for users to track their performance or status.
Simulation
Primary Task Support
Systems that provide simulations can persuade by enabling users to observe immediately the link between cause and effect.
System should provide means for observing the link between the cause and effect with regard to users’ behaviour.
Rehearsal
Primary Task Support
A system providing means with which to rehearse a behaviour can enable people to change their attitudes or behaviour in the real world.
System should provide means for rehearsing a target behaviour.
Praise
Dialogue support
By offering praise, a system can make users more open to persuasion.
System should use praise via words, images, symbols, or sounds as a way to provide user feedback information based on his/her behaviours.
Rewards
Dialogue support
Systems that reward target behaviours may have great persuasive powers.
System should provide virtual rewards for users in order to give credit for performing the target behaviour.
Reminders
Dialogue support
If a system reminds users of their target behaviour, the users will more likely achieve their goals.
System should remind users of their target behaviour during the use of the system.
Suggestion
Dialogue support
Systems offering fitting suggestions will have greater persuasive powers.
System should suggest that users carry out behaviours during the system use process.
Similarity
Dialogue support
People are more readily persuaded through systems that remind them of themselves in some meaningful way.
System should imitate its users in some specific way.
Liking
Dialogue support
A system that is visually attractive for its users is likely to be more persuasive.
System should have a look and feel that appeals to its users.
Social role
Dialogue support
If a system adopts a social role, users will more likely use it for persuasive purposes.
System should adopt a social role.
Thrustworthiness
System Credibility Support
A system that is viewed as trustworthy will have increased powers of persuasion.
System should provide information that is truthful, fair and unbiased.
Expertise
System Credibility Support
A system that is viewed as incorporating expertise will have increased powers of persuasion.
System should provide information showing knowledge, experience, and competence.
Surface credibility
System Credibility Support
People make initial assessments of the system credibility based on a firsthand inspection.
System should have competent look and feel.
Real-world feel
System Credibility Support
A system that highlights people or organization behind its content or services will have more credibility.
System should provide information of the organization and/or actual people behind its content and services.
Authority
System Credibility Support
A system that leverages roles of authority will have enhanced powers of persuasion.
System should refer to people in the role of authority.
Third-party edorsement
System Credibility Support
Third-party endorsements, especially from well-known and respected sources, boost perceptions on system credibility.
System should provide endorsements from respected sources.
Verifiability
System Credibility Support
Credibility perceptions will be enhanced if a system makes it easy to verify the accuracy of site content via outside sources.
System should provide means to verify the accuracy of site content via outside sources.
Social learning
Social Support
A person will be more motivated to perform a target behaviour if (s)he can use a system to observe others performing the behaviour.
System should provide means to observe other users who are performing their target behaviours and to see the outcomes of their behaviour.
Social comparison
Social Support
System users will have a greater motivation to perform the target behaviour if they can compare their performance with the performance of others.
System should provide means for comparing performance with the performance of other users.
Normative influence
Social Support
A system can leverage normative influence or peer pressure to increase the likelihood that a person will adopt a target behaviour.
System should provide means for gathering together people who have the same goal and make them feel norms.
Social facilitation
Social Support
System users are more likely to perform target behaviour if they discern via the system that others are performing the behaviour along with them.
System should provide means for discerning other users who are performing the behaviour.
Cooperation
Social Support
A system can motivate users to adopt a target attitude or behaviour by leveraging human beings’ natural drive to co-operate.
System should provide means for co-operation.
Competition
Social Support
A system can motivate users to adopt a target attitude or behaviour by leveraging human beings’ natural drive to compete.
System should provide means for competing with other users.
Recognition
Social Support
By offering public recognition for an individual or group, a system can increase the likelihood that a person/group will adopt a target behaviour.
System should provide public recognition for users who perform their target behaviour.
