At the Persuasive Services Seminar

1. Jorge L. Zapico
KTH / CSC / Media / Industrial Ecology
Centre for Sustainable Communications
PhD Student
zapico@kth.se
www.itsagreenmobileworld.com
PERSUASIVE SERVICES
25th February 2009

2. ICT and sustainability
A short background of my research

9. Multimedia applications for a sustainable urban lifestyle.
Awareness, awareness, awareness.
A recurring theme

10. Captology:
Computers are
persuasive technologies.
That makes sense!

11. Climate persuasive
services:
ICT applications that change personal attitudes
regarding climate change and/or that change
behaviour towards reducing greenhouse gases
emissions.
In opposition to more strict definition of Foggs,
where persuasion is based on intentions, not on
outcomes, we include in our definition
technology that promotes low-carbon behavior
using persuasive principles, even if climate change
mitigation was not designed as a goal of the
application.

12. Key technologies

13. 1. Mobile phones

14. 2. Pervasive sensors

15. 3. Social media

16. Opportunity 1
If you need to change something, first you need to measure it
Tracking carbon footprint
1.1 T racking carbon footprint

19. Anti-climate persuasive
services

22. Principle of Self-Monitoring
Principle of Reduction
Principle of Social Comparison
Principle of Social Facilitation

23. Opportunity 2
You do me too
Breaking the tragedy of the commons using social media
1.1 T racking carbon footprint

25. 1.1 T racking carbon footprint

28. Principle of Social Facilitation
Principle of Reciprocity
Principle of Social Comparison
Principle of Normative Influence
Principle of Social Learning
Principle of Competition, Cooperation and Recognition

29. Opportunity 3
It’s easy to be green
Facilitating and praising green behavior
1.1 T racking carbon footprint

31. Principle of Reduction
Principle of Praise

32. Enhance the principle of tailoring
Effortless accuracy
Credibility for more responsibility
Use a mass principle of cause and effect
Make the green normal, not the normal green
Make it fun
It’s a mobile world

33. And there are already many existing
applications that can be considered “climate
persuasive services” from our definition.
Using persuasive principles in a more
conscious way could improve the effectiveness
of these tools.
There are possibilities for using ICT for
persuasion towards low-carbon lifestyles.
And we are working on it!

34. Thanks!
Jorge L. Zapico
zapico@kth.se
www.itsagreenmobileworld.com