The Per­sua­sive Com­mu­ni­ca­tion Model offers a con­ve­nient sys­tem that you can use to design mobile appli­ca­tions, web­sites, or social media cam­paigns. You can use the model when you are devel­op­ing new prod­ucts, try­ing to improve old ones, or seek­ing to iden­tify the suc­cess prin­ci­ples that lay behind your com­peti­tors’ products. When design­ing new tech­nolo­gies or fix­ing old ones, the model pro­vides a check­list of per­sua­sion prin­ci­ples that you can use to com­pare your design with sci­en­tif­i­cally val­i­date influ­ence prin­ci­ples. If you wish to under­stand what makes your com­peti­tors’ tech­nol­ogy work, you can­not just copy their prod­uct. Rather, you can use the model to reverse engi­neer their per­sua­sive archi­tec­ture, and then adapt their per­sua­sive archi­tec­ture to your unique prod­uct and market. This presentation does not include the Persuasive Design Cheat Sheet. Sign-up for my newsletter to be notified of the next public release: http://www.cugelman.com Some of the science behind this presentation: http://www.jmir.org/2011/1/e17/

1. PERSUASIVE
PSYCHOLOGY FOR
INTERACTIVE DESIGN
The Persuasive Design Cheat Sheet (hard copy only)
Brian Cugelman, PhD
PodCamp Toronto
Ryerson University
23 February 2013

2. AGENDA
1. What it Means to Persuade
2. Humanized Interactive Technology
3. Ingredients of Persuasive Medicine
4. Persuasive Communication Model
5. Persuasive Design Checklists
6. Learn More
2

3. WHAT IT MEANS TO PERSUADE
3

4. TOBACCO INDUSTRY PERSUASION
http://www.youtube.com/w
atch?v=gCMzjJjuxQI
4

5. INTERNAL CHANGE PROCESS
Beliefs Attitudes Behaviour
Trust
Not necessarily in this order. Behaviour can shape
attitudes, and attitudes can shape beliefs.
5

6. THE EFFICACY OF BEHAVIOUR CHANGE CAMPAIGNS
AND WEBSITES
Digital health behaviour change
websites
Health communication campaigns Average impact is r = .10
Average impact: r = .05 (crudely 10%)
(crudely 5%)
Snyder, L. B. (2007). Health communication campaigns and their impact CUGELMAN, B., THELWALL, M., & DAWES, P. (2011) Online interventions
on behavior. Journal of Nutrition Education and Behavior, 39(2), S32- for social marketing health behavior change campaigns: A meta-analysis
S40. of psychological architectures and adherence factors. Journal of Medical
Internet Research, 13(1), e17. http://www.jmir.org/2011/1/e17/
•Cohen's interpretation of effect size r: Small = r ≤ 0.1, Medium = r = 0.25, Large = r ≥ 0.4
•These figures do not easily convert to percentages without distortion. However, as a ballpark figure, if 60% of people were doing the target
behaviour before the campaign, you can predict that about 65% of people will do the health behaviour after the campaign .
6
6

7. HUMANIZED INTERACTIVE
TECHNOLOGY
7

8. MY EMOTIONAL RELATIONSHIP WITH TECHNOLOGY
Hay
everyone, this
is Kiki.
8

9. HOW WE INTERACT WITH TECHNOLOGY:
BJ FOGG WITH SOCIAL FACILITATOR ADDED
Social Actor
Tool Media
Social
Facilitator
9

10. HOW WE INTERACT WITH TECHNOLOGY:
THE MEDIA EQUATION BY REEVES AND NASS
Mediated experiences = Real life experiences
Human-computer psychology
is like
Human-human psychology
10

11. PERSUASIVE WEBSITES AND SOCIAL MEDIA PROFILES
ARE LIKE PERSUASIVE PEOPLE
• They’re reputable
• They’re likeable with personality
• They demonstrate expertise
• They appear trustworthy
• You understand them easily
• They respect you and your time
• They have personality
11

12. ANCIENT & MODERN VIEWS ON PERSUASION Persuasive Neuro
Rhetoric Design
Weinschenk (2009)
Aristotle (circa 400 BCE)
New Brain - Rational thinking
Logos
Language, Speech, Reading, Mus
Logic, Reason
ic, Art, Thoughts, Plans
Middle Brain - Emotional
Pathos
processing
Emotion
Emotion
Old Brain - Decision making
Ethos
Survival, Safety, Automatic
Credibility, Moral Character
reactions
12

13. CREDIBILITY IS ABOUT TRUST, LEAVING MODERN
PERSPECTIVES SIMILAR TO ANCIENT WISDOM
Beneficial Outcome
Trustee Truster
Harmful Outcome
Without risks, there is no need for trust.
Cugelman, B., Thelwall, M., & Dawes, P. (2009). The Dimensions of Web Site
Credibility and Their Relation to Active Trust and Behavioural Impact.
Communications of the Association for Information Systems, 24, 455-472. 13
http://bit.ly/SiEOD8

14. INTERACTIVITY = TWO-WAY COMMUNICATION
One Many
Impersonal Mass Media
(One-Way) One-to
-m any
one-to
one-to-one
Interpersonal Mass Interpersonal
(Two-Way) One-with
- ma n y
one-with-one one-with
14

15. INGREDIENTS OF PERSUASIVE MEDICINE
15

16. THE ART OF TOILET TIPPING
• Greeting with a smile
• Showing the tip bowl
• Dressing professionally
• Holding the door
• Ringing the coins
• Holding the door again
• Handing you a towel
• Brush lint off your back
16

17. PSYCHOLOGICAL ARCHITECTURE OF TOILET TIPPING
ABOVE THE SURFACE
• What you see and experience
BELOW THE SURFACE
• Reminders, prompts, attention &
memory
• Credibility (visual appearance)
• Trust (Liking)
• Social norms/learning
• Social sharing (reciprocity)
What if they omitted social norms/learning?
17

18. PSYCHOLOGICAL ARCHITECTURE OF
TOILET TIPPING
Experience Influence components
(on the surface) (below the surface)
Showing the tip bowl Reminders, prompts, attention &
memory
Greeting with a smile Trust (Liking)
Dressing professionally Credibility (visual appearance)
Holding the door twice Social sharing (reciprocity)
Ringing the coins Reminders, prompts, attention &
memory
Handing you a towel, with a smile Social sharing (reciprocity) , Trust (Liking)
Social context of tipping Social norms/learning
18

19. EVIDENCE-BASED BEHAVIOURAL MEDICINE
Dose
Active
ingredients
If your technology were a medicine, would its
ingredients act like vitamins or addictive drugs?
19

20. PSYCHOLOGICAL ARCHITECTURE OF
HEALTH BEHAVIOUR CHANGE TECHNOLOGIES
Interventions (%)
Effect Size (d)
CUGELMAN, B., THELWALL, M., & DAWES, P. (2011) Online interventions for social marketing health behavior
change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical
Internet Research, 13(1), e17. http://www.jmir.org/2011/1/e17/
20

21. EVIDENCE INFORMED PROGRAMS
Research-based
perpetual beta
Program
execution
Evidence-
informed design
21

22. DESIGNING & IMPLEMENTING PROGRAMS
Program Execution
(-) Bad Execution (+) Good Execution
(+)
Promising program poorly Promising program well
Evidence
executed executed
Informed
Program
Design
(-) Not
Unlikely program poorly Unlikely program well
evidence
executed executed
informed
•Research is only part of the equation
•Execution is just as important
22

23. RESEARCH, DESIGN, DELIVERY, & REFINEMENT
Birth Growth Maturity
Intervention lifeline
2. Monitoring 3. Program 4. Meta-
1. Scientific helps improve evaluation analysis can
research shows programs on shows which identify the key
you which the fly , by programs ingredients
ingredients fine-tuning the are working across multiple
should work active or not programs
ingredients
23

24. PERSUASIVE COMMUNICATION MODEL
The eight spheres of influence
24

25. PERSUASIVE COMMUNICATION MODEL
Cugelman, B., Thelwall, M., & Dawes, P. (2009). Communication-Based Influence
Components Model. Paper presented at the Persuasive 2009, Claremont.

26. 1. SOURCE
• The thing that an audience member interacts
• A person, organization, group, brand, or technology
• Anything that can have a reputation, can be a source
26

27. CREDIBILITY AND TRUST CAN BE BORROWED.
27

28. 28

29. BORROWING CREDIBILITY

30. Featured by X, Y, Z, ad infinitum.
Low credibility websites can borrow credibility from higher credibility sources.
30

31. WHICH PHOTO CAN INCREASE
TEXT CREDIBILITY?
No photo
NGUYEN, H. & MASTHOFF, J. (2007) Is it me or what I say? Source image and persuasion. Persuasive 07. Springer.

32. CREDIBILITY AND VISUALS
Photo Goodwill Trust
High credibility Higher Higher
No photo Middle Middle
Low credibility Lower Lower
Readers perceptions of text credibility
is influenced by photo credibility
32

33. 2. SOURCE MESSAGE
• The actual message that is expressed by the source
• Presented as the persuasion equation:
Click
+ + + Here =
Audience Audience Message &
Message Likelihood
Motivation Capacity Persuasive Call to Action of Change
Ingredients
(8 spheres of influence)
33

34. 3. MESSAGE EXPRESSION &
INTERPRETATION
•The way a message is expressed by the source, and then
interpreted by the audience.
•How you express something can be more important than
what you express
34

35. 35

36. Place the CTA where
most eyes land

37. 4. MEDIA
•The various media used to express something
•Eg. written words, spoken dialogue, photos, video,
interactive websites, email
•Select the media channels most suited to your target
audience
37

38. 38

39. 5. AUDIENCE
• The person, group, organization, or society you are
trying to engage and influence
39

40. DECISION BALANCE (MOTIVATION)
Value proposition
(-) Demotivaror:
Costs, disincentives,
barriers, effort
(+) Motivator:
Goals, carrots,
benefit, drivers
Behaviour is more likely when
motivators outweigh demotivators
40

41. CAPACITY: ABILITY AND EFFICACY
Ability: What you can or can't do
Self efficacy: What you believe you can or can't do
Either way, your ability or self efficacy dictate
what you will and won't do
41

42. 6. FEEDBACK EXPRESSION &
INTERPRETATION
• How the audience expresses and transmits their
feedback to the source, who interprets it
42

43. MANUAL DATA CAPTURE
• Web forms
• Mobile forms
43

44. 44

45. AUTOMATIC DATA CAPTURE
• Sensors: accelerometer, galvanic skin response
• Digital technology: Behaviour goals, Open rates
• Mobile: GPS, QR Codes
45

46. RESEARCH-BASED FEEDBACK
• Marketing research (formative research)
• Focus groups
• Desk reviews
• Iterative pilot testing
• Product / campaign development frameworks
• Social marketing
• Lean startup
• Agile development
46

47. 7. AUDIENCE FEEDBACK
• The feedback that the audience provides to the source,
that is used as the basis for persuasive messages.
• In other words, any data collected about a user that is
processed and acted upon
• The principles within this sphere provide the foundation
for relationship building and interactive design

48. FEEDBACK INPUT AND OUTPUT
ADAPTED FROM KREUTER ET AL. (2000)
Feedback
message
(output)
Feedback Expression & Interpretation (input)
48

49. PERSONAL ACTION PLAN
PROVIDE FEEDBACK ON PERFORMANCE
49

50. PROVIDE FEEDBACK ON PERFORMANCE
50

51. REMINDERS, PROMPTS, ATTENTION & MEMORY
REINFORCEMENT - REWARD
51

52. REINFORCEMENT - PUNISHMENT
52

53. ENGAGING AT THE RIGHT TIME (KAIROS)
53

54. 8. SOCIAL AND PHYSICAL
CONTEXT
• The social, physical, or virtual environment in which a
relationship occurs
• This includes society, whether virtual or "real"
54

55. SOCIAL NORMS / LEARNING - MODELLING
55

56. SOCIAL NORMS / LEARNING AND DONATIONS
Opaque: people Empty: people Primed: Starter
can't see the don't see the social tips show people
social norm norm in action what to do
Donations Donations Donations
www.socialmediacafe.ca www.socialmediacafe.ca www.socialmediacafe.ca
$1.50 ? $50 +
56

57. SURVEILLANCE:
MAKING PRIVATE MOMENTS PUBLIC
Research bias Crime prevention
Socially desirable Deterrence
answers
Surfing the net
Employability
at work
Never posting
Cautious about
anything that could Cameras | Internet usage
the sites we visit tracking | Friends posting &
harm our reputation tagging your photo on Facebook.
70% of employers have rejected Surveillance moves us from a
applicants due to online information. private to a public social context.
57

58. DIFFUSION OF INNOVATIONS: HOW THINGS SPREAD
Opinion
Leaders
ROGERS, E. (2003) Diffusion of innovations. (5 ed.). New York: Free Press.
58

59. SOCIAL NETWORK ANALYSIS AND INFLUENCE
Common influence metrics
•Degree Centrality
•Closeness
•Betweenness
•Coreness 59

60. 60

61. http://db.tt/kbT8BYY
61

62. PERSUASIVE DESIGN CHECKLISTS
62

63. HOW TO USE THE PERSUASIVE DESIGN CHECKLISTS
1. Develop new technologies:
1. Focus on what works from the onset
2. Reverse engineer your competitors secret sauce
3. Save money by starting with knowledge of what works
2. Improve existing technologies:
1. Audit existing technologies
2. Identify missing ingredients
3. Identify low priority elements
4. Generate ideas on how to improve
63

64. CHECKLISTS
Level Elements Status
1. Engagement science •Over 200 evidence and theory based Under embargo
influence principles and tactics until published
•Linked to numerous scientific studies
(with effect sizes in several cases)
•Linked to the leading scientific
behaviour change theories
2. Developer tool •Over 50 key influence concepts, with Under embargo
descriptions and examples until published
•Survey tool for rapid assessments
3. Cheat sheet •Over 40 key principle names Semi-public
(paper only)
64

65. LEARN MORE
65

66. TRAINING & RESOURCES
Sign up for our newsletter at:
www.cugelman.com
 Learn about upcoming workshops/classes
 Receive discounts codes for training
 Download persuasive design auditing tools
 Get persuasive architecture templates
66

67. Engagement science support
AlterSpark provides:
• Persuasive design research
• Evidence-based design support
• Marketing research
Learn more:
•www.alterspark.com
Contact Brian:
•brian@alterspark.com
•+1 (416) 921-2055
67

68. Thanks
Brian Cugelman, PhD
Read the science behind this presentation:
http://www.jmir.org/2011/1/e17/
68