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Online Northwest 2009 Keynote

February 13, 2009

Keynote by Dr. BJ Fogg, from Stanford

Title: The New World of Persuasive Technology

Talking about technology and behavior change, especially online video
Computers and persuasion (captology, coined the term)

We can create machines that influence how people behave, changing human behavior

Europe and the US academics are working on persuasive technology

The web is a platform for persuasion:
Every website has a persuasive intent (key to teach our students)
All have a persuasive goal
You wouldn’t create a website unless you had a goal

Social networks are platforms for persuasion

Mobile phones will be platforms for persuasion

All about videos now. Bringing video into the context of your life.

Technology changes, but human psychology doesn’t change as quickly; it is stable.

How do you think clearly about behavior change?
Think about persuasion targets in professional life.
What behavior do you want people to do?

Fogg likes to do beneficial things with technology (therefore not in the school of business 🙂
Change the world in great ways.

3 core things that change human behavior: motivators, simplicity, and triggers

Target Behavior: Parting with your money (pledge money)
Question: When it comes to soliciting money, is personal video message better than generic email?
Email: 0% of people pledged
Video: 58% watched video, 82% of those pledged, overall 47% pledged

Why does this work? It is the experience that is persuasive–video.

Persuasion goes back a long way. (Fogg uses Wordle a lot 🙂
Goes back to Adam and Eve–what if there was facebook?

Facebook is #1 persuasive technology right now.
Did a class on Facebook
Student projects–making applications for Facebook
projects got 16 million users in 10 weeks
Secret: Think clearly & run many trials

Human Psychology:
What motivates people?
Humans are fairly predictable.
Motivators:
Pleasure and pain
Hope and fear
acceptance and rejection

Driver behind Facebook–social interaction, want social acceptance and avoid rejection

Mega-motivation: no, doesn’t get behavior change
Need more than just motivation to change behaviors

Other factors:
People need to be able to do what you ask them to do.
Easy to accomplish goals
Need motivation and ability
Simplicity is good. People don’t want to learn mostly.
People: Just give me a pill.
Make it simple and easy for people, if you want behavior change
Don’t require training

Simplicity has 6 elements:
Time
Money
Effort
Brain cycles
social deviance
non-routine

People are fine watching video; rather watch a video than read. Therefore instructional videos are great.
Demos

Humans are mostly lazy

Keypoint: reduce behavior to one choice, one step, one click.

People who like to think hard and challenge themselves are the outliers.

Add video to increase motivation for behavior change.

Either simplify or motivate in order to change the behavior if what you want to happen is not happening.

Must know which path when persuading people using technology. Code doesn’t adjust unlike people. Must think clearly about context when making videos and application.

6 Different flavors of web video (can find on the web)

Even when people have motivation and ability, you need to trigger the behavior.
Facebook has notifications, which is one reason why it is so successful

All 3 must be present at the same moment to have behavior happen (motivation, ability and trigger).

Focus on trigger and simplicity, usually have enough motivation.

Thoughts: Absolutely great speaker.

Take home message: Use more videos to trigger behaviors that you want.

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