A presentation I gave on the area of focus for my thesis, which is on individual persuasive design

1. Persuasive Technology
Francisco Guzman
October 18, 2012
Monday, October 15, 12

2. Peitho
Πειθω
Monday, October 15, 12

3. Persuasion
"...a symbolic process in which
communicators try to convince other people
to change their attitudes or behaviors
regarding an issue through the transmission
of a message in an atmosphere of free
choice."
(Perloff, 2003)
Monday, October 15, 12

4. Reeves & Nass (1996)
Our relationship with our
computer and other interactive
technologies is fundamentally
social
Monday, October 15, 12

5. A B
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6. Monday, October 15, 12

7. BJ Fogg (2002)
Persuasive Design
(Captology)
interactive systems
that are intentionally
designed to change
user’s attitudes or
behavior
Monday, October 15, 12

8. Monday, October 15, 12

9. "The Perils of Obedience", 1974
Monday, October 15, 12

10. individual attitude
and behavior change
Monday, October 15, 12

11. authority appeal control
“A fitness instructor “You should have a 30
recommends you to minute run today”
have a 30 minute run
today”
Monday, October 15, 12

12. How can the means in which a
persuasive request is made by a
persuasive system be
personalized to increase its
impact?
Monday, October 15, 12

13. authority
consensus
consistency + commitment
liking
scarcity
reciprocity
Monday, October 15, 12

14. Both physicians and general
authority practitioners recommend at least
30 minutes of moderate activity,
such as walking, during a day.
The lunch walks are a great place
to start!
scarcity We expect a lot of people so
please sign up before all available
slots are filled.
In other companies 1000’s of
consensus people are already joining in on
similar initiatives.
Monday, October 15, 12

15. persuasion profiles
means end
Monday, October 15, 12

16. implications
Monday, October 15, 12