Systèmes ludo-persuasifs pour la consommation durable. 1 - Points de repères et défis à relever

Depuis plus de 40 ans, il est de notoriete publique qu'il est necessaire de modifier les comportements de consommation energetique dans les societes industrielles. Globalement, la prise de conscience par le grand public de la gravite des questions d'ecologie est maintenant acquise. Et pourtant, le passage a l’acte est encore difficile et les gisements d'economies restent considerables. La lenteur des evolutions comportementales a conduit a rechercher du cote des Sciences Humaines et Sociales des modeles permettant une comprehension en profondeur des determinants des comportements et a identifier des principes d'influence (credibilite, expertise, reciprocite, etc.). L'implementation de ces principes dans des dispositifs interactifs est une solution qui pourrait accompagner les changements de comportements ; ces nouveaux systemes, associant le plaisir du jeu et les techniques de persuasion, baptises ici « systemes ludo-persuasifs » (SLP) pourraient etre de bons candidats pour aider a l'adoption d'eco-gestes. Mais, l'utilisation des technologies interactives pour la persuasion est encore trop recente pour qu'une veritable ingenierie se soit developpee. Dans le travail presente ci-dessous, nous proposons l'elaboration d'une « boite a outils » ludo-persuasive en discutant les defis qui doivent etre releves. Cet article est prolonge par deux travaux complementaires : Negri et Senach (2015b) proposent une structuration de principes persuasifs et ils appliquent ensuite cette grille pour analyser a posteriori les caracteristiques ludo-persuasives d'un challenge energetique conduit en entreprise (Senach & Negri, 2015c)

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