Our approach builds on both the design traditions of participatory design and embodiment. We attempt to connect these traditions to the existing body of knowledge on persuasion. First we describe some basic theoretical concepts and infer how they influence persuasive design. Then we present a basic framework with which we intend to address the different abstraction layers involved. Finally, we discuss the principal differences and meeting areas between the disciplines of design and communication, ending up with some considerations for a persuasion toolbox that is intended to help communication professionals and designers effectively design behavior change interventions that fit the messy lives of people in the real world
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Although it appears increasingly important yet potentially challenging to attract consumers to physical stores, location‐based messaging has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location‐based persuasion approach retailers should use. This study aimed to establish and compare the potential of two discrepant persuasion strategies to influence consumers’ experiences and thereby stimulate them to visit the retailer's physical store. Drawing on persuasion theory and construal level theory, and using a vignette‐based online survey method, we determined that scarcity is a more effective persuasion strategy in the studied context than social proof; scarcity‐focused messages are experienced as more informative, more entertaining and less irritating, are therefore valued more, and are thus more likely to induce store visits. We discuss these findings and their implications for theory as well as for practice.
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In order to design effective Persuasive Technology (PT) interventions, it is essential that designers understand the multitude of factors that lead to behavioral change, rather than guessing at a solution or imitating successful techniques without understanding why. The few available PT design frameworks solely distinguish behavioral determinants on an individual (micro) level (e.g., motivation), whereas successfully persuading a user is a multifaceted and complex task depending also on factors on a meso (e.g., available resources) and macro (e.g., social support and praise) level. We developed an analysis grid that enables PT designers to acknowledge the multifaceted character of determinants leading to behavioral change and select appropriate PT channels and strategies, preventing the failure of PT design. This analysis grid was validated in a case study in which we designed a PT intervention aimed at reporting minor crime incidents among citizens.
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