Personalizing persuasive technologies: Explicit and implicit personalization using persuasion profiles

This paper discusses how persuasive technologies can be made adaptive to users. We present persuasion profiling as a method to personalize the persuasive messages used by a system to influence its users. This type of personalization can be based on explicit measures of users? tendencies to comply to distinct persuasive strategies: measures based on standardized questionnaire scores of users. However, persuasion profiling can also be implemented using implicit, behavioral measures of user traits. We present three case studies involving the design, implementation, and field deployment of personalized persuasive technologies, and we detail four design requirements. In each case study we show how these design requirements are implemented. In the discussion we highlight avenues for future research in the field of adaptive persuasive technologies. Author-HighlightsPersuasive technologies can be more effective if they are personalized.We introduce persuasion profiles to personalize persuasive messages.Persuasion profiles can be effective using implicit or explicit measures.In three case studies we show the effects of personalized persuasion.

[1]  R. Petty,et al.  The need to evaluate. , 1996 .

[2]  Erik Neuenschwander,et al.  Toward an Ethics of Persuasive Technology Toward an Ethics of Persuasive Technology , 1999 .

[3]  Elizabeth F. Churchill.  Putting the person back into personalization , 2013, INTR.

[4]  Joseph T. Plummer.  The concept and application of life style segmentation. , 1974 .

[5]  A. Maslow.  Motivation and Personality , 1954 .

[6]  Csaba Szepesvári,et al.  Exploration-exploitation tradeoff using variance estimates in multi-armed bandits , 2009, Theor. Comput. Sci..

[7]  A. Tversky,et al.  Prospect theory: an analysis of decision under risk — Source link , 2007 .

[8]  J. Burger.  The Foot-in-the-Door Compliance Procedure: A Multiple-Process Analysis and Review , 1999, Personality and social psychology review : an official journal of the Society for Personality and Social Psychology, Inc.

[9]  Maurits Kaptein,et al.  Combining multiple influence strategies to increase consumer compliance , 2013 .

[10]  Randy Garner.  What's in a Name? Persuasion Perhaps , 2004 .

[11]  R. Cialdini,et al.  Preference for Consistency: The Development of a Valid Measure and the Discovery of Surprising Behavioral Implications , 1995 .

[12]  Ulrike Gretzel,et al.  Persuasion in Recommender Systems , 2006, Int. J. Electron. Commer..

[13]  M. Harjumaa,et al.  A Systematic Framework for Designing and Evaluating Persuasive Systems , 2008, PERSUASIVE.

[14]  J. Brug,et al.  Computer-tailored nutrition education: differences between two interventions. , 1999, Health education research.

[15]  J. Cacioppo,et al.  DISPOSITIONAL DIFFERENCES IN COGNITIVE MOTIVATION : THE LIFE AND TIMES OF INDIVIDUALS VARYING IN NEED FOR COGNITION , 1996 .

[16]  Mark Conner,et al.  Predictive validity of the theory of planned behaviour: The role of questionnaire format and social desirability , 1999 .

[17]  S. Komorita,et al.  Reciprocity and Cooperation in Social Dilemmas , 1991 .

[18]  Michael Lynn,et al.  Scarcity effects on desirability: mediated by assumed expensiveness? , 1989 .

[19]  W. Velicer,et al.  The Transtheoretical Model of Health Behavior Change , 1997, American journal of health promotion : AJHP.

[20]  Zakary L. Tormala,et al.  The Effects of Minority/Majority Source Status on Attitude Certainty: A Matching Perspective , 2009, Personality & social psychology bulletin.

[21]  X. Zhang,et al.  Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics , 2010 .

[22]  Steven L. Scott,et al.  A modern Bayesian look at the multi-armed bandit , 2010 .

[23]  Johannes Brug,et al.  Past, present, and future of computer-tailored nutrition education. , 2003, The American journal of clinical nutrition.

[24]  I. Ajzen,et al.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[25]  John R. Hauser,et al.  Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph , 2014, Manag. Sci..

[26]  A. Tversky,et al.  Prospect theory: analysis of decision under risk , 1979 .

[27]  Curtis P. Haugtvedt,et al.  Personality and Persuasion : Need for Cognition Moderates the Persistence and Resistance of Attitude Changes , 2004 .

[28]  R. Cialdini,et al.  When Saying Yes Leads to Saying No: Preference for Consistency and the Reverse Foot-in-the-Door Effect , 2001 .

[29]  A Dijkstra,et al.  The development of computer-generated tailored interventions. , 1999, Patient education and counseling.

[30]  Maurits Kaptein,et al.  Adaptive persuasive messages in an e-commerce setting: the use of persuasion profiles , 2011, ECIS.

[31]  W. Crano,et al.  Attitudes and persuasion. , 2006, Annual review of psychology.

[32]  David W. McDonald,et al.  Theory-driven design strategies for technologies that support behavior change in everyday life , 2009, CHI.

[33]  S. West.  Increasing the attractiveness of college cafeteria food: A reactance theory perspective , 1975 .

[34]  Jing Zeng,et al.  A Systematic Framework for Designing IoT-Enabled Systems , 2017 .

[35]  Sebastian Deterding,et al.  Gamification: designing for motivation , 2012, INTR.

[36]  Richard G. McFarland,et al.  Influence Tactics for Effective Adaptive Selling , 2006 .

[37]  NassClifford,et al.  Predictors of user perceptions of web recommender systems , 2010 .

[38]  Albrecht Schmidt,et al.  Enabling implicit human computer interaction: a wearable RFID-tag reader , 2000, Digest of Papers. Fourth International Symposium on Wearable Computers.

[39]  S. Noar,et al.  Does tailoring matter? Meta-analytic review of tailored print health behavior change interventions. , 2007, Psychological bulletin.

[40]  J. Cacioppo,et al.  The need for cognition. , 1982 .

[41]  Boris E. R. de Ruyter,et al.  The Persuasiveness of Ambient Intelligence , 2007, Security, Privacy, and Trust in Modern Data Management.

[42]  Panos Markopoulos,et al.  AULURA: Engaging Users with Ambient Persuasive Technology , 2011, AmI.

[43]  Boris E. R. de Ruyter,et al.  Persuasion in ambient intelligence , 2010, J. Ambient Intell. Humaniz. Comput..

[44]  H. Kelman,et al.  Crimes of obedience: Toward a social psychology of authority and responsibility. , 1990 .

[45]  Stephen Hancocks,et al.  Self determination , 2014, BDJ.

[46]  Charles Abraham,et al.  THE BEHAVIOR CHANGE TECHNIQUE TAXONOMY (V1) OF 93 HIERARCHICALLY-CLUSTERED TECHNIQUES: TESTING RELIABILITY OF THE TAXONOMY , 2013 .

[47]  Richard S. Sutton,et al.  Introduction to Reinforcement Learning , 1998 .

[48]  J Brug,et al.  The application and impact of computer-generated personalized nutrition education: a review of the literature. , 1999, Patient education and counseling.

[49]  Donald A. Berry,et al.  Bandit Problems: Sequential Allocation of Experiments. , 1986 .

[50]  A. Bandura.  Social cognitive theory of self-regulation☆ , 1991 .

[51]  H. Hornstein,et al.  Influence of a model's feeling about his behavior and his relevance as a comparison other on observers' helping behavior. , 1968 .

[52]  Elizabeth F. Churchill.  Putting thepersonback into personalization , 2013 .

[53]  M. Deutsch,et al.  A study of normative and informational social influences upon individual judgement. , 1955, Journal of abnormal psychology.

[54]  A. D. Jones,et al.  Obedience to Authority , 1974 .

[55]  J. Cacioppo,et al.  Need for Cognition and Advertising , 1992 .

[56]  Fritz Heider,et al.  Social perception and phenomenal causality. , 1944 .

[57]  Arie Dijkstra,et al.  Working mechanisms of computer-tailored health education: evidence from smoking cessation. , 2005, Health education research.

[58]  Harri Oinas-Kukkonen,et al.  Persuasive Systems Design: Key Issues, Process Model, and System Features , 2009, Commun. Assoc. Inf. Syst..

[59]  Joop van der Pligt,et al.  Attitudes as stable and transparent constructions , 2004 .

[60]  Margaret Morris,et al.  Mobile heart health , 2007, SIGGRAPH '07.

[61]  Carl F. Mela,et al.  E-Customization , 2003 .

[62]  J. M. James,et al.  THE EFFECT OF MONETARY INCENTIVES AND FOLLOW-UP MAILINGS ON THE RESPONSE RATE AND RESPONSE QUALITY IN MAIL SURVEYS , 1990 .

[63]  P. Whittle.  Multi‐Armed Bandits and the Gittins Index , 1980 .

[64]  M. Lynn.  Scarcity effects on value: A quantitative review of the commodity theory literature , 1991 .

[65]  John R. Hauser,et al.  Website Morphing , 2009, Mark. Sci..

[66]  J. Brug,et al.  Computer-tailored interventions motivating people to adopt health promoting behaviours: introduction to a new approach. , 1999, Patient education and counseling.

[67]  Yisong Yue,et al.  Hierarchical Exploration for Accelerating Contextual Bandits , 2012, ICML.

[68]  A. Tynan,et al.  Market Segmentation , 2018, Entrepreneurial Management Theory and Practice.

[69]  Kai Kupferschmidt,et al.  The science of persuasion. , 2017, Science.

[70]  A. Modigliani,et al.  The Role of Interaction Sequences and the Timing of Resistance in Shaping Obedience and Defiance to Authority , 1995 .

[71]  David W. McDonald,et al.  Activity sensing in the wild: a field trial of ubifit garden , 2008, CHI.

[72]  Daniel J. O'Keefe,et al.  From Strategy‐Based to Feature‐Based Analyses of Compliance Gaining Message Classification and Production , 1994 .

[73]  J. N. Bassili.  Meta-judgmental versus operative indexes of psychological attributes: The case of measures of attitude strength. , 1996 .

[74]  R. Cialdini,et al.  Running head : ONLINE PERSUASION AND COMPLIANCE Online Persuasion and Compliance : Social Influence on the Internet and Beyond , 2004 .

[75]  A. D. Jones,et al.  Obedience to Authority , 1974 .

[76]  S. Asch.  Studies of independence and conformity: I. A minority of one against a unanimous majority. , 1956 .

[77]  Peter S. Fader,et al.  Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments , 2016, Mark. Sci..

[78]  Alice H. Eagly,et al.  Heuristic and systematic information processing within and beyond the persuasion context. , 1989 .

[79]  Ryo Sakai,et al.  Personalized Persuasion in Ambient Intelligence: The APStairs System , 2011, AmI.

[80]  B. J. Fogg,et al.  Persuasive computers: perspectives and research directions , 1998, CHI.

[81]  E. S. Knowles,et al.  Resistance and Persuasion , 2004 .

[82]  B. J. Fogg,et al.  Persuasive technology: using computers to change what we think and do , 2002, UBIQ.

[83]  Evelyn P Whitlock,et al.  Evidence-based behavioral medicine: What is it and how do we achieve it? , 2003, Annals of behavioral medicine : a publication of the Society of Behavioral Medicine.

[84]  Dean Eckles,et al.  Selecting Effective Means to Any End: Futures and Ethics of Persuasion Profiling , 2010, PERSUASIVE.

[85]  Monika Kukar-Kinney,et al.  The determinants of consumers’ online shopping cart abandonment , 2010 .

[86]  Curtis P. Haugtvedt,et al.  Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior , 1992 .

[87]  Kathleen R Stevens,et al.  Using technology to promote self-efficacy for healthy eating in adolescents. , 2004, Journal of nursing scholarship : an official publication of Sigma Theta Tau International Honor Society of Nursing.

[88]  C. Diclemente,et al.  The role of feedback in the process of health behavior change. , 2001, American journal of health behavior.

[89]  M. Greenberg.  A Theory of Indebtedness , 1980 .

[90]  B. J. Fogg,et al.  Can computers be teammates? , 1996, Int. J. Hum. Comput. Stud..

[91]  Daniel A. Braun,et al.  Generalized Thompson sampling for sequential decision-making and causal inference , 2013, Complex Adapt. Syst. Model..

[92]  Julie A. Kientz,et al.  Personality and Persuasive Technology: An Exploratory Study on Health-Promoting Mobile Applications , 2010, PERSUASIVE.

[93]  S. Chaiken.  Heuristic versus systematic information processing and the use of source versus message cues in persuasion. , 1980 .

[94]  Michael Nicklowitz,et al.  Hierarchy of Needs , 1994 .

[95]  Blair T. Johnson,et al.  Effects of involvement on persuasion: a meta-analysis , 1989 .

[96]  G. Maio,et al.  The need for affect: individual differences in the motivation to approach or avoid emotions. , 2001, Journal of personality.

[97]  Thomas Blass,et al.  Understanding behavior in the Milgram obedience experiment: The role of personality, situations, and their interactions. , 1991 .

[98]  F. Strack,et al.  Mood and Persuasion , 1990 .

[99]  Curtis D. Hardin,et al.  Shared reality: How social verification makes the subjective objective. , 1996 .

[100]  Johannes Brug,et al.  Differences in psychosocial factors and fat consumption between stages of change for fat reduction , 1997 .

[101]  Bracha Shapira,et al.  Recommender Systems Handbook , 2015, Springer US.

[102]  I. Ajzen,et al.  A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action , 1992 .

[103]  Margaret E. Morris,et al.  Mobile Heart Health: Project Highlight , 2009, IEEE Pervasive Computing.

[104]  Roel Bosker,et al.  Multilevel analysis : an introduction to basic and advanced multilevel modeling , 1999 .

[105]  Randy Gamer,et al.  What's in a Name? Persuasion Perhaps , 2005 .

[106]  D. Holdstock.  Past, present--and future? , 2005, Medicine, conflict, and survival.

[107]  Magnus Bång,et al.  The PowerHhouse: A Persuasive Computer Game Designed to Raise Awareness of Domestic Energy Consumption , 2006, PERSUASIVE.

[108]  R. Petty,et al.  The elaboration likelihood model , 2012 .

[109]  Duane T. Wegener,et al.  The elaboration likelihood model: Current status and controversies. , 1999 .

[110]  Boris E. R. de Ruyter,et al.  Adaptive Persuasive Systems: A Study of Tailored Persuasive Text Messages to Reduce Snacking , 2012, TIIS.

[111]  Mann Oo. Hay.  Emotion recognition in human-computer interaction , 2012 .

[112]  B. J. Fogg,et al.  How users reciprocate to computers: an experiment that demonstrates behavior change , 1997, CHI Extended Abstracts.

[113]  Markus Barth,et al.  Psychological foundations of xenophilia: the role of major personality traits in predicting favorable attitudes toward cross-cultural contact and exploration. , 2013, Journal of personality and social psychology.

[114]  Janet Davis,et al.  Envisioning persuasion profiles: challenges for public policy and ethical practice , 2011, INTR.

[115]  Kathy Kellermann,et al.  Classifying Compliance Gaining Messages: Taxonomic Disorder and Strategic Confusion , 1994 .

[116]  Oded Nov,et al.  Personality-targeted design: theory, experimental procedure, and preliminary results , 2013, CSCW.

[117]  Örjan Svane.  Helping, Informing or Coaxing the Consumer? : Exploring Persuasive Technology as applied to households’ energy use , 2007 .

[118]  John T. Cacioppo,et al.  The Elaboration Likelihood Model of Persuasion , 1986, Advances in Experimental Social Psychology.

[119]  C. Abraham,et al.  The Behavior Change Technique Taxonomy (v1) of 93 Hierarchically Clustered Techniques: Building an International Consensus for the Reporting of Behavior Change Interventions , 2013, Annals of behavioral medicine : a publication of the Society of Behavioral Medicine.

[120]  V. Strecher,et al.  The effects of computer-tailored smoking cessation messages in family practice settings. , 1994, The Journal of family practice.

[121]  Matthew J. Salganik,et al.  Web-Based Experiments for the Study of Collective Social Dynamics in Cultural Markets , 2009, Top. Cogn. Sci..

[122]  Ben S. Gerber,et al.  Mobile phone text messaging to promote healthy behaviors and weight loss maintenance: a feasibility study , 2009, Health Informatics J..

[123]  Herbert C. Kelman,et al.  Crimes of obedience: Toward a social psychology of authority and responsibility. , 1990 .

[124]  S. Loewen.  The role of feedback , 2011 .

[125]  Aaron Marcus,et al.  Mobile Persuasion Design , 2015, Human–Computer Interaction Series.

[126]  L. Festinger,et al.  A Theory of Cognitive Dissonance , 2017 .

[127]  Christopher Leone,et al.  The Need for Closure and the Need for Structure: Interrelationships, Correlates, and Outcomes , 1999 .

[128]  V. Strecher,et al.  Do tailored behavior change messages enhance the effectiveness of health risk appraisal? Results from a randomized trial. , 1996, Health education research.

[129]  Gerjo Kok,et al.  The Impact of Computer-Tailored Feedback and Iterative Feedback on Fat, Fruit, and Vegetable Intake , 1998, Health education & behavior : the official publication of the Society for Public Health Education.

[130]  C L Lambert.  Baby Think It Over , 2001, Pediatrics.

[131]  Timothy C. Brock,et al.  10 – Implications of Commodity Theory for Value Change1 , 1968 .

[132]  S. Fiske,et al.  The Handbook of Social Psychology , 1935 .

[133]  Dean Eckles,et al.  Mobile Persuasion: 20 Perspectives on the Future of Behavior Change , 2007 .

[134]  Jaap Ham,et al.  Using persuasive technology to encourage sustainable behavior , 2008 .

[135]  Lakhmi C. Jain,et al.  New Directions in Intelligent Interactive Multimedia Systems and Services - 2 , 2009 .

[136]  Miles Hewstone,et al.  Social-influence processes of control and change:conformity, obedience to authority, and innovation , 2003 .

[137]  J. Inman,et al.  Framing the Deal: The Role of Restrictions in Accentuating Deal Value , 1997 .

[138]  Karen Lee McGraa.  The effects of persuasive motivational text messaging on adherence to diet and exercise programs across different personality traits , 2010 .

[139]  E. M. van de Garde Perik.  Ambient intelligence & personalization : people's perspectives on information privacy , 2009 .

[140]  R. Cialdini,et al.  Social influence: Social norms, conformity and compliance. , 1998 .

[141]  Daniel Berdichevsky,et al.  Toward an ethics of persuasive technology , 1999, CACM.

[142]  Sriram Subramanian,et al.  Talking about tactile experiences , 2013, CHI.

[143]  C. F. Kao,et al.  Central and peripheral routes to persuasion: An individual difference perspective. , 1986 .

[144]  I. Ajzen,et al.  Predicting and Changing Behavior: The Reasoned Action Approach , 2009 .

[145]  S. Gosling,et al.  A very brief measure of the Big-Five personality domains , 2003 .

[146]  B. J. Fogg,et al.  Silicon sycophants: the effects of computers that flatter , 1997, Int. J. Hum. Comput. Stud..

[147]  Laura R. Olevitch,et al.  Tailoring Health Messages: Customizing Communication With Computer Technology , 1999 .

[148]  B. Stallworth,et al.  Future Imperfect: Googling for Principles in Online Behavioral Advertising , 2010 .

[149]  BJ Fogg,et al.  Creating persuasive technologies: an eight-step design process , 2009, Persuasive '09.

[150]  Paulo Melo,et al.  Enhancing the sleeping quality of partners living apart , 2010, Conference on Designing Interactive Systems.

[151]  Jennifer Preece.  I Persuade, They Persuade, It Persuades! , 2010, PERSUASIVE.

[152]  DavisJanet,et al.  Envisioning persuasion profiles , 2011 .

[153]  Martin Eisend,et al.  Explaining The Impact Of Scarcity Appeals In Advertising: The Mediating Role of Perceptions of Susceptibility , 2008 .

[154]  Noah J. Goldstein,et al.  A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels , 2008 .

[155]  Dean Eckles,et al.  Heterogeneity in the Effects of Online Persuasion , 2012 .

[156]  Clifford Nass,et al.  Predictors of user perceptions of web recommender systems: How the basis for generating experience and search product recommendations affects user responses , 2010, Int. J. Hum. Comput. Stud..

[157]  Aart van Halteren,et al.  Adaptive persuasive messaging to increase service retention: using persuasion profiles to increase the effectiveness of email reminders , 2013, Personal and Ubiquitous Computing.

[158]  R. Cialdini.  Influence: Science and Practice , 1984 .