Motivating, Influencing, and Persuading Users
BJ Fogg

1. Introduction
   • Potential for computing systems to influence people
   • Products now emerging; more will follow
   • Much to learn in this area
   • Interdisciplinary pursuit
   • Increasingly important to HCI
2. Persuasive Technology -- Laying the groundwork
   • Definition of terms: motivation, influence, persuasion
   • Examples of persuasive technology artifacts
   • Examples of motivational interfaces
   • Applications for persuasive computing
     • Domains
       • Health, safety, e-commerce, self-help, etc.
     • Form factors
       • Web, portable devices, environments, etc.
3. Theories of motivation and influence
   • No grand theory of persuasion--only theories of the midrange
     • examples: Social learning/cognitive theory, ELM, HBM
   • Workable unit of analysis: single strategies for persuasion/motivation
     • examples: praise, rule of reciprocity, counter-attitudinal advocacy
     • single strategies are sufficiently complex
     • cross-theoretical approach is useful
     • These strategies can be implemented in interactive technologies
   • Helpful to create persuasion frameworks for design, analysis, research
4. Functional Triad: How computers can motivate/influence
   • How computers persuade as TOOLS
     • Explanation
     • Examples
   • How computers persuade as MEDIA
     • Explanation
     • Examples
   • How computers persuade as SOCIAL ACTORS
     • Explanations
     • Examples
   [Below: Three special topics related to computer influence and motivation]
5. Seductive computing: Two views
   • Initial seduction: To initiate an interactive experience
     • Key: "try me, buy me, use me"
     • Examples
   • Perpetual seduction: To lure users to continue engagement
     • Key steps: get attention, make promise, fill expectation, repeat.
     • Examples
6. Computers and Credibility
   • What is "credibility" -- definition
   • Overview of past research in this area
     • Credible computer myth
     • Dynamics of computer credibility
     • Situational factors
     • User variables
     • Visual design
     • Credibility markers
   • Credibility and the web
     • Quantitative research summary
     • Design guidelines
     • Methods for further research
7. Ethical issues in persuasive computing
   • Ethics of persuasion in general
   • Examples of unique ethical issues in persuasive computing
     • People are novice users of persuasive tech
     • Technology controls interaction
     • No agent is ultimately responsible
   • Ethical trouble areas
     • Intent: not easy to discern
     • Methods: Surveillance, punishment, operant conditioning
     • Outcomes: intended vs. unintended
     • Vulnerable user groups
8. Future of computers that influence and motivate
   • Unavoidable development in technology
   • HCI designers and researchers have responsibility
   • Optimal outcomes can enhance individuals' lives