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.
Whereas blended learning can deliver several benefits to students in highereducation, their achievement depends on how exactly it is designed. A participatorydesign is recommendable to try to meet the needs of all stakeholders. ThePersuasive System Design-model can be used to motivate students during theonline part of the course. In the design there has to be an optimal blend betweenthe different parts of the course. A participatory design is used to design ablended learning course of autobiographical reflection for second year socialwork students. The blended course was developed in six meetings with aworking group, including all stakeholders (students, teachers, instructional designers,educational experts and professionals). Almost all techniques of the firstthree categories of the PSD-model were used in the design of the blended course.None of the techniques of the fourth category ‘Social Support’ of the PSD-modelwere used, mostly because they touch on the personal process of autobiographicalreflection. It was considered helpful for teachers to have a protocol thatassists them in blending the different parts and this in turn could stimulatestudents to be engaged in the different parts of the blended learning course. Inthis study, we found that the participatory design approach may lead to anengaging blended learning course that encourages the use of persuasive technologywith an optimal focus on content, target group, context and ethical aspectsof the blended course. We suggest adding a new fifth category ‘Blended LearningSupport’.What do you want to do ?New mail
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Recently, there has been an increase in interest for the integration of insights from the behavioural sciences into the design process. The Persuasive by Design model aims to provide an evidence-based framework by which designers gain access to relevant theoretical insights from the behavioural sciences. This paper examines the use of the model in two case studies that dealt with complex behavioural change situations. In both studies, the model proved to be a valuable aid in determining target behaviours and operationalizing intervention concepts, especially in the early stages of the design process. Some shortcomings of the model also transpired. The model was seen as too complex, and its psychological frame does not prevent designers to overlook possible systemic moderators of behaviour. Implications for further development of tools that give access to model insights are discussed.
Measuring and designing user experience in retail and gaming virtual reality using a CAVE set-up In this project we designed and measured user experiences in a CAVE virtual reality set-up. Virtually all studies have taken the form of experiment studies and have been conducted among consumers (in total more than 1500 consumers) who had to visit the virtual world with assignments based on which behaviour has been observed and after which a survey was conducted afterwards. The studies were carried out within the three lines of inquiry: a. Branded games / in-game advertising, revealing (positive) effects of in-game advertising on attention and attitude based on logos and faces incorporated into the games. Various applications (prototypes) have been developed that stimulate the shopping experience and the interaction between shop and consumer. (b) FMCG: studies answered the question which factors influence search and choice behaviour in the supermarket. On the basis of the studies, the clients have designed new packaging and adapted existing designs, deployed new shelf layouts, developed and implemented new Retail strategies, optimized instore communication and (e) the knowledge about consumer behaviour in the supermarket within the organization has been increased. (c) Location Based Advertising: recommendations have been made for the partners concerned and the field of work on (a) development of non-intrusive pervasive/ubiquitous advertising concepts (2nd screen, LBA, gaze-based advertising etc.), (b) development of virtual test environments and associated interaction methods and (c) exploration and review of theoretical models for persuasive communication and behavioural influence. Partners: Heinz, Nokia, DVJ-Insights, Radboud University, Brand Loyalty, IRI, Talpa, TU/e, Philips
