How persuasion works via technology and how to apply to environmental education.

1. 說服性科技
Persuasive Technology
JILL HSU

2. “社會⼼理學家多年來花費了相當⼤的努⼒，
試著理解態度和⾏為的改變是如何發⽣。”
“Social psychologists have spent a great deal of
effort over many years in trying to understand
how attitude and behavior change comes about.”
PERSUASIVE 2006

3. Fogg, 2003
“電腦遊戲具備有說服的本質，能運⽤各種說服⽅
式創造出⾼品質的體驗”
“Computer games have a natural persuasive power
and implement various kinds of persuasive
approaches to create a high-quality gaming
experience.”

4. 說 服
Persuasion

5.
An attempt to shape, reinforce, or change behaviors,
feelings or thoughts about an issue, object, or action.
Fogg, 2007

7. 1920 Harold Laswell
William McGuire

8. 影響個⼈的步驟
Exposure
Attention
Liking
Comprehension
Cognitive elaboration
Skill acquisition
Agreement
Memory storage
Retrieval
Decision making
Acting on decision
Cognitive consolidation
Proselytizing
McGuire, 1985

9. McGuire, 1985, 1989
Source Message Channel Receiver Target
Presentation 2
Attention 4
Comprehension 1
Yielding 3
Retention
Behavior
inputs
outputs Simplified Persuasion/ Communication Matrix

11. Persuasive Systems
Design Model
The intent (of the persuader)
The event (that triggers the persuasion)
The strategy (by which the subject is persuaded)

12. The Intent
Persuader
(Endogenous, Exogenous and Autogenous)
Change Type
(Short-
term behavioral change, sustained behavioral
change and attitude change)

13. The Event
Use context: Home, work, public
User context: Low/ High Motivation Level; Low/ High
Skill Level
Technology context: Digital agent (Website, emails)

14. The Strategy
Message
Route

15. Persuasive Systems
Design Model
The intent (of the persuader)
The event (that triggers the persuasion)
The strategy (by which the subject is persuaded)

16. Persuasive Technologies
(Fogg, 2003)
(PERSUASIVE, 2006)

17. Computers as Tools
Reduction
Tunneling
Tailoring
Suggestion
Self-Monitoring
Surveillance
Conditioning

18. Computer as Media: Simulation
Cause and effect simulations
Environment simulations
Virtual rehearsal and virtual rewards
Object simulations
in real-world contexts

19. Computers as Social Actors
Principle of Attractiveness
Principle of Similarity
Principle of Praise
Principle of Reciprocity
Principle of Authority

20. 說服性科技的應⽤
……

22. Game-based learning
(Felix & Johnson, 1993)
(Malone, 1981; Prensky, 2001; Garris,
2002; Gee, 2003)
(engage)
(Gee, 2003;
Kattenbelt, C. and J. Raessens., 2003; Gee, 2005, Becker, K., 2005)
(immerse)
(Hsiao, 2007)

23. Game-based learning /
Serious Games
Serious Games
Simulation-Based
Games
Massively Multiplayer
Online, MMO
Alternate Reality Games

24. Game-based learning
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25. 情境式學習的教學策略
結性
Collins, 1989

26. “The PowerHouse: A Persuasive Computer Game Designed to
Raise Awareness of Domestic Energy Consumption”
Magnus Bang, Carin Torstensson, and Cecilia Katzeff
研究案例

27. Allen, 1982

30. To Persuade & Influence
Humor & Praise
People that are in a good mood are more easily
persuaded
Suggestions & Hints
Intervening at the right time
Fogg, 2003

31. Simulated Environments
Direct execution to specific tasks
Get instant feedback
Safely explore cause-and effect relations & Try out
different behaviors
Rehearse target behaviors (learning loop)
Operant conditioning

32. Operant Conditioning in Games
Positive sound & Visual reinforcements
Intervene at the right time
Accumulated points, level progressions
High-score lists and game comparisons
To Encourage & Direct

33. Persuasive Loop
Torstensson & Katzeff, 2006

35. World Without Oil

36. http://writerguy.com/wwo/metahome.htm