Presentation for the live Elluminate session for week 7 of the BGI (Bainbridge Graduate Institute) course "Using the Social Web for Social Change". Topic "Motivations for Participation and Change" including Science of Influence, Influence & Ethics, Cialdini’s Six Principles, BJ Foggs Persuasive Design Process, etc.

1. Using the
Social Web
for Social Change
Week 7 – Elluminate Session E
November 2, 2009: 7pm PT

2. Quote of the Day
“Doing my best to wrestle down the demons into
a chokehold and observe them wiggle to be free, I
feel the elation of courage, looking fear in the eye
and then watching the demon evaporate into a
thin wisp of reconfigured energy.”
Mauri
— Mauri Parks Parks

3. Week 7: Motivations for
Participation and Change
Opening Circle
Review Last Week & Upcoming Week
Social Change Projects
Science of Influence
Agenda
Cialdini’s Six Principles
Influence & Ethics
Persuasive Design Process

4. Type a sentence into the
chat window about:
Opening Circle how you are feeling
tonight
something about your
BGI Beat blog
something you learned
this week
a concern

5. Everyone now has a
personal learning journal
PLJ & Blogs and a BGI Beat blog.
Some really good content
being created here.
The trick now is to keep
motivated to continue to
create and add content
and to incrementally
improve the blog as
needed.

6. I’ve been very jazzed
about the videos you
Videos created and shared last
week.
I’m already seeing lots of
interest in the videos,
with many people taking
a peek.
Thanks!

7. Week 7
Motivations
for
Participation
and Change

8. Last Week’s Assignments
Post
1 thoughtful post, 1 commentary post, 1 link
post, plus 2 comments in other blogs
Find Video
Identify and bookmark 3 videos that exemplify
social change
At least one ideally should be in your BGI Beat
Create Video
~30 seconds minimum
Either a video intro to your blog
A video intro to your LinkedIn profile
A video response to a video on YouTube
Creativity encouraged
Video may be private, but this is discouraged

9. Readings & Media
Heavy of readings this week due to
preparation for Intensive
Topics are
Motivations for Change
Persuasion & Influence
Conservation Psychology
Design & Simplicity
This is last week of heavy required readings.
Future weeks will mostly be suggested readings.

10. Next Week’s Assignments
Post in BGI Beat Blog
1 thoughtful post
1 commentary post on topic from related blog
1 link post with related links
Post in Fellow Student Blogs
2 comments in their blogs
Pre-Elluminate Personal Learning Journal post
These assignments will be the same ever week
except for the week after the last Intensive!
This should give you time for your Social Change
Projects.

11. Social
Change
Projects
Learning to change the
world by doing

12. Types of Social Change Projects
Social Video
~3 minutes of scripted, edited video
careful about copyright for broadest
distribution
Event
Climate Change Day
“Lunch for Good”
Educational Resource
web page
teacher tools
Open to your imagination

13. The Science
of Influence

14. The Science of Influence
The science of influence goes back to
Aristotle recording his principles of
persuasion in his work Rhetoric
As this science of has evolved, the nature
of influence, compliance and persuasion
has become more empirically tested
We have the results of decades of
testing, by thousands of scientists who
study human behavior, which has yielded
a rich body of knowledge
This has become a key part of the
science of Social Psychology

15. Definitions
The study of Influence is focused
on the methods and capacity for
effecting a particular change in human
Behavior, Attitude, or Belief
Inducing a change in behavior is
called Compliance
Inducing a change in attitude is called
Persuasion
Inducing a change in belief is called
Education or Propaganda

16. Subjects of Influence
Influence is said to be employed by
an Agent or a Practitioner
Influence is applied upon a Target
The tactics of influence and the
message are called the Advocacy

17. Compliance
Studies of compliance are focused
specifically on changes in behavior
Compliance doesn’t require the
target to agree with the advocacy
Instead, compliance just requires the
target to perform the behavior
Often a quick fix rather then a long
term solution. A single action, a single
sale, rather then a change of heart
Yet sometimes compliance is best
tactic with one-time advocacy goals

18. Persuasion
Studies of persuasion are focused on
changes in attitude, to win “the heart
and mind” of the target
Persuasion is more difficult to induce, as
it often requires emotion-based tactics
The effects of persuasion last longer
because the target accepts and
internalizes the advocacy
However, connection between changes
in behavior (compliance) and changes in
attitude (persuasion) are not necessarily
closely correlated

19. Education & Propaganda
The study of effecting change in belief can
be called the study of education but it is
closely related to the study of propaganda
Central to both education and propaganda
is the role of influencing the knowledge
that the target believes to be true
Beliefs are things known or believed to be
true, as opposed to attitudes, which are
more emotional evaluations
Beliefs are precursors to both attitudes
and behavior, but are often created after
the fact to defend those beliefs and
behaviors we already own

20. Disciplines of Influence
Marketing – study of how to
influence the connection between a
consumer need to a specific product
or service
Advertising – a sub-discipline
marketing, focused more on the
compliance act of a sale
Rhetoric – study of educational and
persuasive discourse
Law – influence through both courts
and governance

21. Thought Control
The dark side of the science of
influence is that these tactics can be
used for coercive manipulation
At the least coercive level they can
be use to sell a product
More coercive are those that can
change behaviors, attitudes, or beliefs
against the targets interest
Most coercive are those that can
replace identity. These are the cult
and brainwashing tactics

22. Bad Information
In learning about influence, there is a
lot of bad information out there
The science is relatively young,
starting in the 50’s, but only maturing
the in 90’s with neuroscience tests
Much common wisdom and various
approaches to influence contain half-
truths and falsehoods
Avoid stories, anecdotes, testimonials
Beware subliminal and hypnosis
Look for verifiable evidence and
verifiable expertise

23. Tactics of Influence
A number of researchers have
attempted to define a taxonomy of
the different tactics of influence
Starting in the 60’s, tactics of
influence included such categories as
reward, punishment, explanation, etc.
Eventually these lists of tactics grew
very large, with categories as narrow
as allurment, flattery, guilt,
ingratiation, threat, etc. One list >160
Many of these tactics are not ethical

24. Marwell & Schmitt
Marwell & Schmitt in 1967 did Aversive Stimulation
one of the first taxonomies of Moral Appeal
influence, with 16 categories: Positive Self-Feeling
Reward Negative Self-Feeling
Punishment Positive Altercasting
Positive Expertise Negative Altercasting
Negative Expertise Altruism
Liking/Ingratiation Positive Esteem of Others
Gifting/Pre-giving Negative Esteem of Others
Debt

25. Six Principles
of Ethical
Influence

26. Robert Cialdini
In the 80’s & 90’s, social psychologist
Robert Cialdini tested many of these
tactics of influence and measured
their success in compliance and
persuasion
From the results of these
experiments he narrowed these large
lists to down to 6 broad categories
of tactics
These categories were the most
effective, yet also had the property of
being more ethical

27. Six Principles of
Ethical Persuasion
Robert Cialdini’s Six Principles
of Ethical Persuasion
Reciprocity
Commitment & Consistency
Social Proof (Consensus)
Liking
Authority
Scarcity

28. Reciprocity
People feel obligated to repay, in
kind, what they receive.
After giving someone a favor, they
will be favorably compelled to comply
with a reasonable request.
Thus the prevalence of free samples
It can spur unequal exchanges
Favors don’t have to be tangible, just
attention is a form of favor

29. Commitment & Consistency
People don’t like making choices, so
once they have made even a small one
there is commitment to continue.
Even if the original incentive or
motivation is removed after they have
already agreed, they will continue to
honor the agreement.
People respond to others who are
consistent in their messages. If you are
constantly giving the same messages to
people and acting in a consistent way,
they will respond positively.

30. Social Proof (Consensus)
We decide what is correct by
noticing what other people think is
correct.
People are more willing to comply
with a request based on the degree
that others are performing it.
If people see others doing an action,
they assume that it must be the
correct thing to do.
Uncertainty amplifies social proof.
Some of this is largely unconscious.

31. Liking
People prefer to comply with
requests of, or be persuaded by,
people that they like.
People feel comfortable if they see
similarity or like the things that you
are associated with.
The more similar someone appears
to be in opinions, personality,
background, or lifestyle, the more
likely you will comply with requests.
Time and history is a factor.

32. Authority
We are raised to respect authority.
We easily confuse the symbols of authority
with substance.
People invariably act more positively if they
have respect for the authority of the
person who is giving them information.
In addition to the titles and trappings of
authority, knowledge and trustworthiness
are factors in credibility.
People will tend to obey authority figures,
even if they are asked to perform
objectionable acts – “milgram experiment”

33. Scarcity
People love freedom, and if that
freedom is threatened or limited,
they will take action.
If people are given a perceptions of
scarcity (including scarcity of time), it
will generate demand.
People are much more interested in
something if they feel that it is about
to run out.
Possibility of loosing something is
more powerful motivator than
gaining.

34. Kevin Hogan
Kevin Hogan in his book Psychology of
Persuasion has 10 categories, closely
related to Cialdini’s
Reciprocity
Time
Contrast
Friends
Expectancy
Consistency
Association
Scarcity
Conformity
Power

35. Skeptical on Hogan
There is a lot that Kevin Hogan
writes about that I’m skeptical about,
he has less rigor then Cialdini
However, two of his laws are useful
additions to Cialdiani’s 6
Law of Time
Past experience can override present
People favor the present over future
Law of Contrast
When two different things are placed
near to each other in space or time, they
are perceived as being more different

36. Compliance tactics are not as enduring as Persuasion tactics
Enduring Change (Elaboration Likelihood Model (ELM) Petty & Wegener 1999)

37. Influence &
Ethics

38. Continuum of Influence
Education Advertising Propaganda Indoctrination Thought Control
Relationship & Limited consensual Instruction & An authority Authoritarian & Authoritarian,
Exchange relationship; logical emotional attempts to persuade hierarchical but also hierarchical, without
thinking is manipulation which the masses. consensual & target awareness, for
encouraged. target can ignore. contractual. indefinite time.
Deceptiveness Infrequently Selective Exaggeration, Infrequently Deceptive
deceptive if teacher information, selective, may be intentionally
has no agenda. sometimes deceptive. deceptive. deceptive, often
selective.
Methods Instructional; Mild to heavy Heavy persuasion, Coercive compliance Unethical program of
indoctrination can persuasion. compliance tactics. (punishment) influence.
occur when the condoned.
teacher has an
agenda.
Goals Productive & capable Sale of product or Political power & A cohesive & Perpetuation of the
citizenry, service. control. effective group. group for money or
actualization. power.
Indoctrination, if an
agenda exists.
Margaret Thaler Singer’s Note that upon examination, the continuum
Taxonomy of Levels of defies simple right-or-wrong categorizations.
Even some forms of indoctrination can be ethical
Influence

39. Alignment with Other Courses
Enlightened Marketing Ethics (Murphy)
Non-malfeasance
knowingly do no harm
Non-deception
do not misrepresent or deceive
Protect the vulnerable
not just children or elderly
Distributive justice
systems with consequences that
create fair trade
Stewardship
social duties to the common good

40. Persuasive
Design
Process

41. BJ Fogg
Dr. BJ Fogg is a Stanford professor
and author who specializes in the
study of using computer technologies
to influence behavior, sometimes
called Captology
In particular, he studies mobile
persuasion, persuasion using social
networks, persuasion using video, and
peace innovation
He is a member of my social network
and reader of my blog

42. Study of the use of computers as a
Captology persuasive technology – as a facilitator,
as a medium, and an as a social actor.

43. BJ Fogg’s Eight Step
Persuasive Design Process
technology has been su
audience. Until then, I
audience. For example,
He recommends starting with persuade users to adopt b
audience who has demon
team wants to persuade
testable, small and less ambitious
designers will increase th
people who already exerc
Design teams have so ma
changes in behavior change (i.e.
new persuasive technolog
In fact, choosing the wro
the design project, especi
in later steps, once a de
compliance over persuasion)
that is working, they wil
and bring in users who ar
The next consideration i
people are with technolo
Once a design team has discovered a other adventurous souls
mistake to target an audi
beginning to use the tec
approach that works, then iterate and
building a persuasive tec
or interactive TV. The be
those who enjoy using tec
improve on it to make it more
In some cases, the first t
completed in reverse
determine the target beha
a project to motivate te
persuasive different behavior (e.g.,
project to persuade olde
amount to ensure a secure
a team to back up to
“Perfection is the enemy of the good”
combination of behavio
foundation for the subseq
Step 3: Find what
“Ship early and often” Once a design team ha
audience to target, it’s tim
team must determine w
performing the target be
“Fail fast” grade aren’t brushing th
As another example, if al
why not?
The answers to such que
of the following three cat
• lack of motivat
Figure 1: Eight steps in early-stage persuasive design
• lack of ability
choosing the audience that is most likely to be receptive to the • lack of a well-t

44. Select a simple behavior
Choose a simple behavior to target
a simple or basic behavior
testable or measurable
it can be an approximation of a larger
objective
simplicity should be focus
team should not be afraid to be
perceived as “timid”

45. Receptive Audience
Choose a receptive audience
identify a target audience that is already
receptive to the simple behavior change
remember the audience probably
already has some familiarity with
technology
you can expand the audience to those
who are less receptive later
sometimes you have to return to the
behavior change step once you know
your audience

46. Barriers
Find what is preventing the target
behavior
is it lack of motivation?
find a Cialdini’s influence tactic that will
motivate them
a lack of ability?
then facilitate the behavior by educating or
showing an example
or a lack of a well-timed trigger?
these are the often the easiest – teach
them to connect to an existing stimulus
If both a lack of motivation and ability,
consider changing a different behavior

47. Figure 2: All three factors in the Fogg Behavior Model have subcomponents.
Evaluating the Audience You need either high motivation orsixhigh ability
The three core motivators I explained previously seem to account work together. As I see it, simplicity has six parts. These parts
quite well for what motivates human behavior. Other models exist. relate to each other like links in a chain: If any single link breaks,
Many people in psychology, marketing, and related fields have first, the chain fails. In this case, simplicitytolost.
then then use emotion is spark, or educate
& Barriers
proposed different ways to view motivation (for references, see
www.BehaviorModel.org). But for the purposes of persuasive Timethrough facilitation, or connect a signal
design, I find my three-element approach to be the most useful.
The first element of simplicity is time. If a target behavior requires
time and we don’t have time available, then the behavior is not
Elements of Simplicity (Ability) simple. For example, if I need to fill out an online form that has
The next major factor in the FBM is ability. Optimizing this factor 100 fields in it, that behavior is not simple for me because I
can move users across the behavior activation threshold. But usually have other demands on my time.

48. Choose Channel
Choose an appropriate technology
channel
which channel is best depends on
behavior, audience, and barrier
training people to use a technology
channel is difficult, so avoid at beginning
email leverages different generations
then twitter or facebook

49. Examples
Find relevant examples of persuasive
technology
try to find 9 examples
3 that achieve a similar behavior
3 that have a similar audience
3 that use a similar channel
examine which of Cialdini persuasion
tactics each operate under

50. Imitate
Imitate successful examples
figure out what the “secret sauce” is
don’t be afraid of doing something
similar to what has worked before
don’t be afraid to be derivative
the internet culture is accepting of reuse
and remix
but someplace give attribution if you
learned something
see if there are Cialdini persuasion
tactics you can add

51. Test and Iterate
Test and iterate quickly
start with low expectations
prototype on paper or with a
presentation tool (Keynote is great!)
show to a small group
try small variations and quick tests
“perfection is the enemy of the good”
“ship early and often”
“fail fast”

52. Expand on Success
Expand on success
consider how to scale up
more difficult behavior
different barriers
a new or broader audience
small changes, vary one or two
attributes at a time
“everything big starts small”

53. Questions?
Feedback?
ChristopherA@LifeWithAlacrity.com
NO ELLUMINATE NEXT WEEK:
Next Elluminate Session H
November 16, 2009: 7pm PT