Introduction Persuasive Technology & Behavioral Economics
34
Persuasive Technology Arjan Haring, 23 juni 2010, TNO ICT
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This is the presentation I gave for TNO (an independent research organisation) as input for a program they are starting on Technology and Behavior Change.
Transcript of Introduction Persuasive Technology & Behavioral Economics
Persuasive Technology
Arjan Haring, 23 juni 2010, TNO ICT
Arjan Haring
Human-Computer Interaction Board member Chi Netherlands 2006 - 2010
Management Consultancy Paul Postma Marketing Consultancy 2005 - 2008
Lecturer Persuasive Technology Projectmanager Mobile Safety Watch
Conference organizer 2008 – now: Amsterdam,
Cologne & New York
Today
Introduction Persuasive Technology
Sustainable Behavior
Healthy Behavior
Consumer Behavior
Moral Behavior
Introduction Behavioral Economics
(Policy)
Persuasive Technology
Founding Fathers Persuasive Technology
Cees Midden, TU/e BJ Fogg, Stanford
“technology that is designed to change attitudes or
behaviors of the users through persuasion and social
influence, but not through coercion” Fogg 2002
The Piano Stairs
66% more people than normal chose
the stairs over the escalator. Fun Theory
The Urinal Fly
Spillage at the airport decreased by 80%!
Spillage at Amsterdam Airport decreased by 80%!
Naked Roads
Casualties fell by 10% and traffic
speeds reduced to less than 30kph
Non-Persuasive Technology?
Do Defaults Save Lives?
Non-Persuasive Technology?
Not changing passwords
set by vendors is a big security risk
Ambient Persuasive Technology
Smells like Clean Spirit
Smells like Clean Spirit, Rob Holland.
PT for Sustainable Behavior
PT for Sustainable behavior
PT for Sustainable Behavior
Don't Throw in the Towel:
Use Social Influence Research
HELP SAVE THE ENVIRONMENT
PARTNER WITH US TO HELP SAVE THE ENVIRONMENT
JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE
THE ENVIRONMENT
WE'RE DOING OUR PART FOR THE ENVIRONMENT.
CAN WE COUNT ON YOU?
PT in Health: Persuasive Mirror
Persuasive Mirror
Visualizing eating, sleeping,
smoking, sunbathing and
exercising habits
PT-health: Exercising
Philips: Direct LifeNike +
Prosocial Behavior?
Dan Ariely on Cheating
Moral Behavior?
Dan Ariely on Cheating
Mobile Safety Watch
Persuasion Profiling
Reciprocity
Commitment and Consistency
Social Proof
Authority
Liking
Scarcity
Cialdini: Weapons of Influence Maurits Kaptein, TU/e & Stanford
Measuring behavior
Healthy Sustainable Consumer Moral
Activity Carbon footprint Conversion rate Crime rate
# steps, calories km/l, kWh # orders, calls # crimes
… … … …
“Measuring behavior is core to Persuasive Technology”Jaap Ham, TU/e
Behavioral Economics
Founding Fathers Behavorial Economics
Amos Tversky, Stanford Daniel Kahneman, Princeton
(1937 – 1996)
“A field of economics that studies how the actual decision-
making process influences the decisions that are reached.”
The Behavioral Economics hype
Peak-end Rule
Peak-end Rule
Conjuction Fallacy
Please rate the probability that the following
event will occur in 2011...
A massive flood somewhere in North America
in 2011, in which more than 1,000 people
drown.
An earthquake in California sometime in 2011,
causing a flood in which more than 1,000
people drown.
Conjunction Fallacy
Risk Aversion: Driver’s License
Italy deducts points
Great Britain adds points
Design with Intent
Design with Intent
Brain, Behavior Design kit
Brain, Behavior & Design
Policy: Libertarian Paternalism
The concept of Libertarian paternalism launched
by Sunstein and Thaler is about policy that gives
you options while achieving society’s goals.
