The document discusses the psychology of motivation for design based on Self-Determination Theory (SDT). SDT identifies autonomous and controlled types of motivation that influence behavior change. Autonomous motivation is more likely to sustain behavior change. SDT also examines antecedents of motivation like perceived autonomy, competence, and relatedness. The document provides examples of how design can support these antecedents through features like choice, feedback, and social connection. It analyzes motivation techniques used by apps and websites to encourage behaviors like exercise, language learning, and energy conservation.
3. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Types of Motivation: Self Determination Theory
AutonomousControlled
More likely to engage in and
sustain behavior change
Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)
4. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Self-Determination Theory (SDT):
Antecedents of Motivation
Motivation
5. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Application of SDT
Adapted from Scott Rigby
16. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
2xweight loss in people who track food
6+ days per week vs. people who track
less than 11
1. Hollis, J. F. et al. (2008). Weight loss during the intensive intervention phase of the weight-loss maintenance trial. American Journal of
Preventative Medicine, 32(5), 118-126.
2. Kruger, J., Blanck, H. M., & Gillespie, C. (2006). Dietary and physical activity behaviors among adults successful at weight loss maintenance.
International Journal of Behavioral Nutrition and Physical Activity, 3.
3. Bravata, D. M., et al. (2007). Using pedometers to increase physical activity and improve health: A systematic review. Journal of the
American Medical Association, 298(19), 2296-2304.
18%of successful dieters kept a calorie
diary, vs. 8% of unsuccessful dieters2
People using pedometers keep their
physical activity at 27%above baseline
levels3
17. Opower.com
1.4 – 3.3% energy use reduction per household (Alcott, 2011)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
24. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
$26
Million
in first year1
1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012
25. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1
43. SDT Applied to Beer
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
44. Additional Resources
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Glued to Games, by Scott Rigby and Richard Ryan
selfdeterminationtheory.org links to academic papers, research
Stanford University Persuasive Technology Lab (
http://captology.stanford.edu/)
I also like:
•Influence: The Psychology of Persuasion, by Robert Cialdini
•Willpower, by Roy Baumeister and John Tierney
•The Power of Habit: Why We Do What We Do in Life and in Business, by Charles
Duhigg
From this presentation:
Notes de l'éditeur
Easiest metaphor to understand autonomy is choose your own adventure
Another way to create a sense of ability or competence is through normative feedback—what others like you are doing. Opower launched a normative feedback program for energy consumption. People participating in the program got a neighborhood report showing how much energy others in the area were using. People who participated ended up using significantly less energy than people who didn’t get the comparison report—about 1.4-3.3% less per measurement period. That may not seem like a lot for any one individual, but when you think about the energy savings across a neighborhood or city, it starts to really add up. We also use normative feedback a lot with health related behaviors. For example, did you know that most people who successfully quit smoking have failed about 7 times before? Use of positive/hopeful feedback vs. unrealistic or lofty feedback
Feedback on performance builds competence
The granularity of feedback also matters. Ideally, you want to give a few levels of feedback. Here in Guitar Hero, you see both feedback on each individual action, and cumulative feedback on overall performance over the course of the game
Used in Europe to reduce messes in men’s restrooms
Kip Williams
Amazon—recommends products both based on what you purchased, and on what people like you have bought
Design needs to respond to users, too. When a user does something with the mouse, the site should respond to that.