CAPTOLOGY
Persuasive Technologies in Education
by
Ami Mehta
CAPTOLOGY
Persuasive Technologies in Education
 What is Captology?
–Persuasive Computing
–Computers as Persuasive Tool
–Computers as Persuasive Media
–Computers as Persuasive Social Actors

Captology Projects
– Energy-saving Device
– Handheld Study Helper
 The Creative Process
–
–
–
–
–
Brainstorming
Storyboarding
Product Sketches
Mind Mapping
Rapid Prototyping
What is Captology?
Captology Projects
Energy-saving Device
Example 1
Handheld Study Helper
Example 2
Example 3
Brainstorming
Rapid Prototyping
Mind Mapping
Product Sketches
Storyboarding
The Creative Process
Persuasive Computing
“Persuasion is a non-coercive attempt to shape,
reinforce, or change behavior, feelings, or
thoughts about an issue, subject or action”
“Persuasion is an attempt to change
attitudes or behaviors”
“A persuasive computer is a computing
device or system that is designed to change
a user’s attitude or behavior”
video games
palmtops
CD-ROM
behavior change
motivation
change in worldview
PDAs
exercise equipment
agents
compliance
attitude change
Computers as Persuasive
Tools
Using Computing
Power to Change
Attitudes
Examples:
• Baby Think It Over
• Gambling Sites
Computers are
persuasive
• Intentional Design
Trends in Interactive
Technology
• Make Technology Functional
• Make Technology Usable
• Make Technology Interactive
Design Template
Technology Roadmap
Traditional Computing
Dedicated Devices
Smart Objects
Smart
Environments
“Where does the
line sit between
persuasion and
learning?”
Behavioronics
Computers as Persuasive
Media
Cause
and
Effect
• Allows users to
explore and
experiment
Sensory
Symbolic
Simulations
Symbols
Environment
• Can create
Object
• Fit into the
situations that
context of a
reward and
person’s normal
motivate people life
• Show cause
for a target
and effect clearly
• Are less
behavior
and quickly
dependent on
• Allow rehearsal; imagination or
• Persuade
practicing a
suspension of
without being
target behavior disbelief
overly didactic
• Can control
• Make clear
exposure to
impact on normal
frightening things life
•Facilitate role
playing; adopting
another person’s
perspective
Symbols
convey info. to
users
• Letters in an alphabet
• Icons
• Data Graphs
Computers as Persuasive
Media Examples
Cause
and
Effect
Sensory
Symbolic
Simulations
Symbols
Environment
Object
Symbols
convey info. to
users
Turbo Twist
Fact Blaster
A LearnerCentered
Tool for
Students
Building
Models
• Word Processors
• Pocket Calculator
Bright Idea
A conceptual captology
design
Design Challenge
To create an interactive system that
persuades people to use less electricity in
their residence.
Time limit: 180 minutes
The Light Saver
Persuasive Purpose
To create an interactive system that persuades
families in the
United States to use less electricity in their
residences.
Industrial
Design
This portable device is
a touch screen that
provides dynamic
feedback through a
digital display. The
stop light reflects the
family’s energy use
and alerts them when
they exceed their
target energy use.
The Light
Saver
Users
Families in the United States
• Living in an area facing an electricity
shortage and rolling blackouts
• Responding to escalating costs or concern
for the environment
• Looking to limit their electricity
consumption
• Largest audience will be upper middle class
households
• Suburban and urban families
Scenario of Use
“How much electricity
are we using?”
“I want to spend only $60 per
month so we can’t use more
than $2 of electricity per day…
or less,”Dad replies grumpily.
Mom is working at the computer.
Dad is looking in the refrigerator.
Bobby is blasting his stereo.
Jane is playing video games.
“You light up my life,
you give me hope…”
The family inputs an
inventory of Mom asks.
Their appliances and finds
out how much electricity
they are using per month.
The family decides how much
money they want to spend per
month.
The family is using more electricity
than their daily limit.
The song warns the family that if
they don’t use less electricity
immediately, they will experience
a blackout. Everyone responds
quickly, except Bobby, who only
hears his own music.
Scenario of Use
“AAAAHHHH!!!!”
“We need to save electricity and
change the way we do things
around here!”
“Yeah!” I landed on Boardwalk,
says Jane with glee.”
The family does not respond
quickly enough, and they
experience a blackout.
They will know better next
time.
The family turns off all the electricity
and Dad resets the notification
system.
To save electricity, the family
cuts back on watching TV,
playing video games, using the
computer, and playing the
stereo. They turn to more
traditional forms of
entertainment, like Monopoly.
The Light Saver
Features
• Dynamic Feedback
– Monitors and reflects
energy usage and cost
of use of home
appliances
– Helps to save money
$$$ by raising
awareness
– Provides feedback based
on the family’s
conservation goals
• Direct Experience
– Screensaver displays
energy usage on a
minute-to-minute basis
– Simulates the serious
consequences of
excessive energy use
• Motivation
– Generates a new light
bulb joke everyday
Sleep State
The Light
Saver
Active State
The Light
Saver
Amount
$
The Light Saver
Feedback Functionality
Warning 2
Blackout scheduled in
five minutes… four
minutes… three
minutes… two
minutes… one minute…
lights out!!!
Warning 1
Notification System
Please reset!!!
1. Light bulb screensaver
reports level of household
energy usage with a green,
yellow or red light.
2. Warnings offered through
bad “light” tunes ie. “You
light up my life…”
3. Second warning indicates a
blackout is on its way!
You light up my
life… You give
me hope… to
carry on...
The Light
Saver
Theoretical
Justifications
• Dynamic Feedback
• Notification
– Triggers energy conservation
– Alarm causes immediate action
• The Center of the Functional Triad
– Tool (conveys information
– Medium (simulates a direct experience)
– Action (establishes family norms, invokes rules and
provides feedback)
(Fogg,1998.)
• Level of Analysis
– Family (relies on family choices and cooperative effort)
(Fogg,1998.)
• Direct Experience
–
–
–
–
–
More specific
Held with greater confidence
More easily recalled
More resistant to change
More likely to influence our subsequent behavior.
(Fazio, Powell & Herr, 1983; Fazio et.al., 1986;
Fazio & Zanna, 1978; Sherman et. Al, 1982; Wu &
Shaffer, 1987.)
Shortcomings of Design
• Needs some exogenous intent
• Set up time
• Expensive which could reduce the cost saving
appeal
• Technology has not been developed
• Blackouts may not appeal to customers as a
consequence for excessive energy use
• The system is reactionary. Instead of
preventing people from using electricity in the
first place, it reacts only when they have used
too much electricity.
• Uses only negative feedback and provides no
reward for improvement in energy
consumption.
What else is possible?
• More control over the consequences
– lights dim, only the song plays, specific
appliances go out, blackout continues for set
periods of time etc.)
• More educational
– Information about alternative energy sources or
suggestions for conservation based on an
analysis of family usage patterns
– Encouraging families to use solar energy instead
of electrical energy
– If people use an alternative source of energy
their consumption of electrical energy will
automatically decrease.
• Features and interactions
– An adaptive learning guide will work with the
family to educate them on the alternative
sources of energy
– The family could take self paced quizzes
Next Steps in Design Process
• Research patterns of energy use
– How and when do families use energy?
– Where are the best opportunities for
conservation?
• Research related topics in persuasion
– What will be most effective with a family group?
– How can we best build on “direct experience”?
• Prototype
• User test
– Which features are persuasive?
– Do families use the blackout option?
– Where are other opportunities for group
persuasive?
Total Touchdown
A conceptual captology design by
Ami Mehta, Melissa Cheung, and Yasu
Kato
Design Challenge
To create an interactive palm-sized
technology that motivates high school
football players to prepare for the SAT.
Time limit: 10 hours
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #1
Total Touchdown
Persuasive Purpose
To motivate high school football players to
prepare for the SAT
Industrial Design
FootPalm:
•This football-shaped Palm carrying case can be
used by any high school football player.
•The FootPalm has special features that:
• Adapt to PalmVIII, PalmV and m505 series
• Offer wireless connectivity to the Internet
• Create a special design for athletes with
hands that are bigger than average
• Include a built-in wireless antenna which
communicates with the Palm via the Universal
Connector.
• Recharge without removing this case
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #2
Total Touchdown
Industrial Design
Footbot:
•This is the cradle for FootPalm users.
It is a systematic and consistent
solution for football fun and learning.
•The shape of this cradle looks like a
football player.
•This wireless cradle can communicate
with PC and Palm devices.
•It can move, speak, sing, and even
throw a ball.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #3
User Description
• High school juniors who participate in
sports. They:
– Are upper to middle class
– Live in either urban or suburban
setting
– Have a PC at home with internet
connection
– Are male football players (target
population for first release)
• Team Players
– Accustomed to working within a team
dynamic
• Scenario 1 and 2 describe two typical
male users on the high school football
team.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide #3
#4
User Description
Scenario 1 -- Meet “Reggie Kennedy”
Reggie is very worried about taking the
SAT… He has a lot of familial pressure
because his father and mother are both
professors and have always stressed
the importance of doing well in school.
He is not sure he want to go onto
college but he knows he needs to do
well on the test.
– Reggie is a junior at Palo Alto High.
– He is also very committed to football.
– He doesn’t know if he wants to go to college,
he does want to please his parents and have
the option of going on to higher education
open to him.
– He is the star defensive lineman and spends a
lot of time memorizing the playbook.
– He is also used to being on a team and
receiving motivation from his teammates
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide #4
#5
User Description
Scenario 2 -- Meet “Joe Smith”
Joe is very worried about taking
the SAT…He just doesn’t think
he has the time or the know-how
to be successful.
– Joe is a junior at Palo Alto High.
– He is very committed to football.
– He has a strong desire to get into a Cal State
University, known for their excellent football
team, so that they can continue to play
football and maybe get drafted for the NFL.
– Have has a very busy schedule from attending
classes to being the captain of the football
team to his social schedule.
– He is also used to being on a team and
receiving motivation from his teammates
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide #5
#6
The Total Touchdown Palm Pilot
Two High School
football players, Joe
and Reggie, talk about
the SAT.
Reggie shows Joe his
new Footbot and
football-shaped
handheld.
Reggie explains
further the innerworkings of the
football-shaped
handheld.
“Dude, How are we gonna
pass that test? I heard Cal
has a great team but you
need to get at least an 800 on
the test,” questions Joe.
Reggie explains to Joe,
“Here’s my new footbot. Not
only does it help me to
remember my plays but it also
has a SAT study helper. The
palm pilot is shaped like a
football and the football dude
reminds me of when I need to
study and quizzes me on SAT
homework questions.”
“It also allows you to find out
how well the competing
schools are doing on their
SAT practice tests. In fact,
you were right, the whole
team can compete against
other teams based on
average scores for a wod of
money.” explains Reggie.
“I know if I don’t pass, my
parents are going to punt my
butt out of the house,”
remarked Reggie
emphatically, “but my dad
bought me some new techie
toy to help me on the SAT.
Maybe we could get the
whole team involved?”
“Yeah, I think I’ve heard about
this thing. Someone told me
we might be able to do well
on the test and make some
money at the same time!”
explains Joe.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
“Wow, this is pretty cool!” Joe
shouts.
“Now, you’re talking my
language,” Joe replies.
Reggie also describes, “You
see the interface looks like a
football field and the better
our joint practice test scores,
the closer we get to their end
zone. If we consistently do
better, we will get a Total
Touchdown!”
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide #6
#7
The Studying Jocks
Reggie uses the Total
Touchdown to see
how he did on the
practice test last
week.
“I wonder how I did on the test
last week?” Reggie asks
himself.
“You are in the 70th
percentile, congratulations on
finishing your first practice
test! If you keep this up you
will definitely do well on the
SAT.” replies the voice from
the Total Touchdown Palm
Pilot.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Joe uses the footballshaped handheld to
see how the team is
doing against their
biggest rival.
“Man, I can’t believe we lost
the game against Cupertino
High. I wonder if we’re at
least beating them in the
SAT pool?”
The palm’s voice system
says, “Your team has an
average score of 1000 SAT
study points and the
competition is behind with
the average score of 860
SAT points. If you guys
continue at this rate, you are
sure to score a Total
Touchdown on the SAT!”
Joe and Reggie
huddle around one
computer to study
together with the Total
Touchdown.
Joe says, “Hey Reggie, I
never thought studying could
be fun. This footbot dude is
pretty cool!”
“I know, my parents are going
to be psyched,” replies
Reggie.
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide #7
#8
Reggie’s one fine day
At home before going
to school, Reggie
hears a reminder
voice from FootPalm
and checks his today’s
schedule.
“Reggie! You’ve got a busy
schedule today. Don’t forget
to go to practice at 3:30, and
make sure you have time for
your practice test tonight,” the
FootBot reminds him.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
After class and before
starting football
practice, Reggie
checks the results of
SAT Bowl.
“Palo Alto is just barely
ahead,” says the FootPalm.
“You’ve got 3 weeks left.
Better study up. If you reach
900 by next week, you can
advance to the quarter files.”
Reggie studies SAT
with SAT shortcuts
and integrated PC
application.
Footbot says, “You’ve
been doing pretty good.
Before starting the
practice test, you should
do this algebra shortcuts.
You’ll get amazing score.
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide #7
#9
Prototype of Total Touchdown
•
•
•
•
The FootPalm is an intelligent
football-shaped case for Palm
users.
The FootPalm contains several
integrated functions to motivate
students to study for the SAT.
The included software provides
fun ways for students to take
practice tests.
The software allows for a
competition between schools.
The software
provides access to
other applications of
interest to football
players.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #10
Prototype of Total Touchdown
SAT shortcuts: Palm application that teaches
SAT shortcuts with built-in football interface and
metaphors.
Students can
visually recognize
the average score
of their team and
the rival team.
Rewards are not only
based on the results of
daily SAT Shortcuts
application, but also on
the frequency of taking
SAT practice Test.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Students can learn
strategies to get a
higher score of SAT,
following the
instructions of the
Total Touchdown
system.
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #11
Prototype of Total Touchdown
Other integrated features with SAT Shortcuts
This chart shows
that which school
is in which
position in the
regional SAT
tournament.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
This
application will
help students
to analyze the
football
strategies.
When each individual
student has got a high
score in each game, he
will receive a premium
football trading card.
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #12
Prototype of Total Touchdown
• Footbot: This football playerlike cradle can move, sing, and
throw a ball. When a user
place a FootPalm on the
Footbot and he has got a great
score of the SAT practice test,
it’ll play a celebration
performance, which can be
seen in a video clip below.
VIDEO
CLIP
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #13
Features/Functionality
• Wireless communication
– Students can exchange instant messages or
chat with each other.
– They can email each other as well as
mentors, coaches or parents.
– Students can get updates of other teams SAT
Team scores.
• College Information
– Through this system, students can access
enough information about college (ranking of
football team, availability of athlete/academic
scholarship, and required SAT score, etc.)
• SAT
– SAT Shortcuts: This application teaches SAT
shortcuts to students. It has football-based
interface and uses many football metaphors.
– SAT Practice Test: Students can easily
download practice tests and gets scores and
feedbacks from their mentors after on-line
submission.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #14
Features/Functionality
• Schedule management
– Students can integrate their football practice
schedule with SAT learning hours. The
scheduler makes monthly/weekly/daily
schedule and reminds the student of studying
hours and assignments. The students’ learning
agenda is also updated automatically based on
the result of their individual practice tests.
• Up-to-date Feedback
– Students receive feedback and encouragement
as they study and take practice tests. The
FootBot does a celebration dance when a test
is successfully completed.
– FootPalm provides a “countdown” to the SAT
test day, using statistics about progress to
motivate them.
• Footbot
– The robotic cradle resembles a football player.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #15
Theoretical Justifications
Competition
– The SAT football game promotes
competition among the same team
members as well as rival teams. According
to the score, this game brings two-levels of
incentive to students: individual and teambased benefits.
Reward
– Students will get more money for the team
as their results of SAT practice tests get
better.
– Students get immediate feedback on their
opportunities for improvement from the
system.
– Students receive trading cards after
completing each practice test.
– FootBot offers the student verbal
encouragement throughout the studying
process.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #16
Theoretical Justifications,
continued
Promise
– Students make a promise with other
students to keep up their SAT scores, so
they may win the SAT bowl.
– “SAT Shortcuts” promise to teach the
shortest way to get a better score on the
SAT in two months if the student displays
consistent studying habits.
Channeling
– Students are provided with useful football
tools, such as being able to analyze
strategies from their play books. By
creating an environment in which students
already use the FootPalm, they may be
persuaded to also use it for studying too.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #17
Results of User Testing
User Description:
– 30 year old ex-high school
football player.
– took the SAT during his junior
year of high school
• Would like to:
– see more pictures of:
- famous football players
- cheerleaders
- famous college coaches
– be able to trade football
cards
– have my own personal
number on the footbot
– football related topics
correlated with SAT
heuristics
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide
Slide#18
#8
Results of User Testing
•
“The interface should look rough and tough not
cutsie. I would already feel like a sissy because
I needed help studying for the test. This
particular picture looks like a cabbage patch
doll.”
•
“If everyone’s going to know my score, I
wouldn’t be a part of it. I don’t mind if the
scores are aggregated.”
•
“I would give away the SAT study pool of
money to a good cause like getting new
equipment for the team or a gift for the locker
room.”
•
“On the football team, some people were into
music, some were just into sports.” [In
response to the MP3 player as a feature]
•
“When I first saw this picture, I thought it
would be cool to be able to use a handheld to
memorize my plays.”
•
“It would be cool to have challenge bowls and
SAT study ladders against neighboring schools”
•
“Make the handheld extra-sturdy because I
would probably drop it a lot.”
•
“I don’t think I would use it for scheduling.”
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Metha,
Mehta, Melissa Cheung, and
Yasu Kato
Slide
Slide#19
#9
Shortcomings of Design
• Aims only at short term behavior change; does
not address change in attitude about education
or SAT
• Requires up front commitment from multiple
parties:
– Individuals on team must all agree to use
Total Touchdown!
– Coach or parents must agree to monitor
use
– Other team or school must agree to also
use program
• May foster bad betting habits
• May foster excessive competition with other
school or teams
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #20
Expansion - What else is possible?
• Other form factors or ID possibilities
– This application can be applied for other
sports: Baseball, Basketball, Hockey,
Soccer, etc
– Students’ parents, coaches, or teachers can
supervise the performance and track
students’ progress.
• Other features and interactions
– Footbot can be integrated into “Robot
football game”. Team mates can form a
footbot team. Each Footbot can
communicate each other and compete a
rival team. The functionalities and
performance of each footbot is based on
the results of owner’s SAT game. This is
appealing to students, who are also
thinking about their academic achievement
in college beyond athletes. Robotics is one
of the best promising fields to study.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #21
Next Steps in Design Process
• Fine turn reward structures for individuals
• Fine turn reward structures for teams
• Talk with coaches and parents to determine
with whom the greatest persuasive power
would be
• Explore other sports teams to see if similar
issues of team support and competition hold
true
• Build prototype
• Iterate
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #22
Total Touchdown (Summary)
• Total Touchdown! encourages high
school juniors on football teams to
study for the SAT.
• It uses inter-team support to
encourage studying with promise.
• It uses intra-team competition to
encourage raising scores with
rewards.
• It provides fun, football themed
ways to study, and provides tools
that user will find useful in football
as well as studying.
Stanford University, Spring 2001
Ed 225x “Persuasive Technology &
Education”
www.edu-tech.org, www.captology.org
Total Touchdown
Ami Mehta, Melissa Cheung, and
Yasu Kato
Slide #23
Class #1: An Intro
to Persuasive Tech
Comput
ers
Captology
Persuasi
on
Class Meeting: April
5, 2001
Captured by Ami
Mehta
Getting Started
(BJ Fogg was at CHI ‘01 in Seattle, so teaching assistant Deb
Kim led the first class.)
Day #1
Basic info:
Class Schedule
Course Information
Readings overview:
Course Reader
Draft of BJ’s book
Cialdini’s book
Class Capture for April 26,
2001
ED225X Persuasive Technologies and
Education
Journalist: Cathy SooHoo
Photographer: Shuli Gilutz
Compliance Strategies
• What is compliance?
Getting people to do
what you want them to do
• Short term compliance (usually a
single time)
• Long term compliance (continued
behavior change)
Two paths to long term compliance
1. Internal attitude change
Attitude
?
Behavior
2. Operant conditioning
Training through a
system of
reinforcements.
Compliance Strategies
Each student described 2-3 compliance strategies
and gave an example of the strategy in use.
•Debt
•Moral appeal
•Liking
•Esteem
(positive &
negative)
•Self feeling –
Guilt
•Threat
•Explanation
•Warning
•Altercasting
(positive &
negative)
•Self feeling Esteem
•Deceit
•Aversive
stimulation
•Expertise
(positive &
negative)
•Promise
•Direct request
•Hinting
•Allurement
•Altruism
•Pregiving Ingratiation
In-Class Analysis
Project
• TreeLoot http://www.treeloot.com
• Compliance goal of web site - Get
users to click on the ads
• Some of the many compliance
strategies used on the web site
include
– Promise – “We guarantee you’ll
win!”
– Direct request – “Visit our
sponsor!”
– Deceit – You win banana bucks,
not real money
– Hinting – Someone just won…
you could, too!
– Liking – cute, likable monkey
character
– Pregiving – you “win” $20 on
your first try
– Social proof – a chat room
community full of “friends” who
are also playing
Portfolio Tips and
Tricks
• Show off your skills!
• Brag about what you’ve
done and learned.
• Take and use digital photos
to show your process.
• Include design projects.
(whether you show process or final product is a
personal choice)
• Feel free to make changes to group projects.
• Provide easy navigation – include tabs, table of
contents, etc.
• Use color prints when possible – it’s worth it.
• Annotate – What are you trying to show? What
was your role?
Don’t make people guess, just tell them.
Intro to Design Project
#3
Palm-Sized Persuasion
– “Your challenge in this design
project is to design an
interactive Palm experience that
persuades/motivates high
school juniors to prepare for
the SAT.”
– Of the 3 major entrée points to
innovation, this project focuses
on technology
Subject/Context
User
Innovation
Technology
Report on
Class #2
(Class
Picture)
Class Meeting: April 12,
2001
Captured by Amy
Greenhouse
Class structure and roles
Today’s Show and Tell
Today’s Presentations
Class Discussion
Advice on Presenting
Persuasion Skits
Creativity
Methods
Design Proj. #1: Reducing Power
Consumption
Class Structure and
Class Roles
Class will begin each week with:
• Check-in. Provide a detail about your
personal life as a means for everyone to get to
know each other better.
• Show and tell. Bring in an article, an object, a
catalog -- anything that you feel would be useful
and interesting to share with the class.
• Class roles. Each student will take on a class
role that they will fulfill throughout the semester.
Today’s Show and Tell
• BJ brought in the course catalog from the
Art Center School of Design in Pasadena.
• Nicole spoke about a picture frame that
monitors the health of elderly people.
When the person’s health is failing,
butterflies on the frame shrink. We can
consider this a persuasive technology if the
designers intended for the frame to
persuade people to check-in more with their
elderly parents.
Today’s Presentations
on BJ’s book
Chapter 1 & 2: Tacy and Nicole
Chapter 3 & 5: Melissa and John
Chapter 6 & 7: Ami and Tania
Chapters 8 & 9: Amy and Yasu
Chapters 10 & 11: Cathy and
Shuli
Today’s Presentations
on BJ’s book
Tacy and Nicole’s Poster - The Persuasive Kingdom where
intention is king.
Class Discussion
What is the difference between trigger and
alarm technology?
Triggers lead to moments of reflection. You
decide what to do next.
In contrast, alarms create an automatic
response. However, the difference is not
always clear cut. For example, some people
react to an alarm clock as if it was a trigger,
and others see it as an alarm.
The reaction depends not on the technology,
but on a person’s psychological interpretation
of it. Also, people can be trained to react in a
certain way to an alarm or trigger, such as kids
following a fire drill or people in the military
trained to react, not to think.
Class Discussion
What is the difference between HCI
(human-computer interaction) and CMC
(computer-mediated communication)?
BJ proposes using the following terms for
the course:
• HCI describes when you interact with a
computer.
• CMC means using a computer as a
medium for interaction.
The distinction is not always so clear cut.
For example, in onlive.com, a software bot
might communicate in the VR
environment.
Advice on Presenting:
• Plant your feet to the floor.
• For a larger group, use slower, larger hand
gestures.
• Go with the flow, even if there is a problem. If
something is going wrong, do not make it apparent.
•When pressed for time, don’t speak faster. Speak
fewer words.
•Find a style that fits you -- be authentic.
•There are different approaches to different size
audiences and topics. Learn to shift gears.
Persuasion skits
Key Point: We already know a lot about persuasion,
both as targets and as agents.
Persuasion strategies that emerged from our in-class
skits:
- explanation of why
- plea for help or altruism
- reciprocity
- persistent
- emotional appeal
- jump on the bandwagon
- relevant and important
- reducing the barrier (make it easier for person to carry
out request.
- straightforward, point-blank request
- foot-in-the-door approach
- appeal to sense of responsibility
Most people used more than one technique. Pay
attention to how people sequenced the strategies.
Creativity Methods
Brainstorming
Rapid sketching and drawing.
Creativity Methods
More rapid sketching and drawing.
Class Capture for June 7,
2001
ED225X Persuasive Technologies and
Education
Journalist: John Wong
Photographer: Tacy Trowbridge
Agenda
•
•
•
•
•
•
Show N Tell
Pictures
Motivating Mastery Presentations
Operant Conditioning Revisited
Ethics Discussion
Dark Side Projects
Show N Tell
• BJ talked about the Nintendo Game Boy
Advance receiving rave reviews and it being a
great opportunity for persuasive games.
• Nicole described a sensor that people attach to
their arms when playing a video game and it
shocks you, momentarily disabling you, if you
make the wrong move.
Pictures
We each drew something on the white
board that represented us and then BJ
took pictures for the web site.
Motivating Mastery
Discussion
When are pop-up windows effective?
–
–
–
–
–
–
–
–
Timing is crucial
Build it in the first time
Find the idle times
Waiting in line
Build it into the screen space
Waiting for program or files to open
Annoying because it interrupts and there is a
lack of control
Example of waiting for a movie
BJ’s Hypothesis




Interruption
Make opportunity known and/or available
Conditioning
Ask/Demand (added by Decker)
Motivating Mastery
Comments
• BJ and Peter (Guest and last year’s TA)
thought the projects were overall good
and very strong.
• Deb thought that these projects, by
far, had the best use of theory.
Motivating Mastery
The Learning Edition – Ami,
Cathy, & John
The main features of The Learning Edition
include:
– Using three levels of motivation (social,
organizational, and individual)
– Including a portfolio management system that
people can show off their work and learn from
others
– A way to see what your co-workers are working
on
– An individual portfolio system (in case someone
doesn’t want to share his/her work)
– A Digital Pet that measures the user’s learning
and becomes lopsided and deformed if the user
doesn’t learn new features in Director.
Operant Conditioning
Ami told the story of her 3 year niece and she
rewarded her for certain types of behavior.
BJ brought up Karen Pryor from Don’t Shoot the
Dog! and asked “who’s being conditioned? Who’s in
control?”
– The person in control is the one being conditioned.
– Kid who threw a temper tantrum and eventually got his
way. Complete opposite of what should happen.
– Although raising a child is not as simple as Karen Pryor
contends.
– Tania gave the example of her dog and combining
medicine and a cookie.
– Shuli gave the example of the whales who were raised in
captivity and either were released or escaped. The
whales then performed tricks (e.g. jumping) in the wild
and expected food.
– BJ used the example of Eudora where he was punished
for certain actions and thus reduced his risk taking
behavior.
Ethics Discussion
We’ve worked on projects that were
positive, how about ones that are evil or
bad?
– Tacy’s friend thought the Influence book was “scary.”
And Tacy was embarrassed to be seen with the book
because she didn’t want to be labeled as needing a
“self-help” book.
– Tania’s friend thought Captology was a “cult.”
– BJ brought up the example of a persuasive profile that
could be sold to companies.
• Ami thought that wasn’t too bad because she likes
the approach of Amazon.com
• Shuli felt the opposite and gave the example of a
conference called E-Kids where marketers felt that
the use of an agent was capable of getting kids to
answer personal and valuable information about
themselves.
– BJ gave a scenario where computers gained awareness
and could learn to persuade.
• Not too far off considering we’re able to create
cookie cutter pop stars.
• Virtual Japanese rock star.
• The solution is to make people more aware.
Dark Side Projects
Drinking Buddy
by Nicole, Shuli,
Ami, and Yasu
An interactive worm in a tequila bottle
that helps you when you’re alone by:
– Interacting with you the more you drink.
– If the tequila runs out you have to refill it
or the worm stops interacting with you.
– It measures your condition and if you can
handle it, it encourages you to drink more.