Persuasive Technology Flashcards
Persuasive Technology
Any computing technology designed with the goal of altering users’ behavior, often through impacting their internal states like attitude, motivation, and beliefs
Captology
is the field of computers as persuasive technologies (Computers As Persuasive Technologies + ology, or a branch of learning = captology)
Levels of Persuasion
Macro
Micro
Macro:
The term macrosuasion is used to describe the overall persuasive intent of a product
Example: Fitbit
Micro:
The term microsuasion is used to describe a product that does not have an overall intent to persuade, but that incorporates smaller persuasive elements to achieve a different overall goal
Example: Quicken, Mint
Persuasive technologies can fill three major roles in their interactions with the user:
Tools
Media
Social Actors
Tools
augment the user’s performance in some way; they increase the abilities of the user
Media
enhance the user’s experience; they provide experiences, insight, behavioral rehearsal not otherwise possible, or insight into cause-effect relationships
Social actors
form relationships with the user and take on the role of a virtual peer
Behavior =
= MAT (Motivation, Ability, Trigger)
Must have these three at the same time
Trigger
Trigger is the call to action; something that tells you to do a behavior now. E.g. traffic light changing from red to green
Types of behavior change:
Doing a new behavior
Doing a familiar behavior
Increasing behavior intensity or duration
Decreasing behavior intensity or duration
Stop doing a behavior
Length of behavior change:
Dot
Span
Path
Dot:
A one time occurrence
Span:
Has a set duration
