Persuasive design and technology by B.J. Fogg
Arrangementet er afholdt
(blev afholdt mandag, 22. september 2008, kl. 7:30-10:00)
The Royal School of Library and Information Science, Copenhagen
Birketinget 6, 2300 København
Maximum 20 SIGCHI.dk members are invited to attend the lectures.
The Royal School of Library and Information Science and Humanistic Informatics at Copenhagen Institute of Technology proudly present B. J. Fogg. B.J. Fogg is famous for promoting the concept of "captology," a word he has coined to describe the overlap between persuasion and computers. With his work on persuasive technology, Fogg has created an important new discipline that will fundamentally change how we think about technology in relation to our jobs, business, social life etc. He has created a totally new field of intellectual inquiry.
9.30 – 10.00 Introduction to Persuasive Technology
This session will introduce people to persuasive technology. It will cover conceptual, research, and design issues related to using computers to change attitudes and behaviors. No prior knowledge is assumed. At the end of the talk, people will have a foundation for understanding persuasive technology.
10.30 – 11.00 Break
11.00 – 12.00 Designing for Behavior Change
This session outlines the three components of behavior change: motivation, ability, and triggers. Real examples of how computing systems leverage these three components will be given, resulting in automated forms of persuasion. Then 35 types of behavior change are presented, giving real-world examples from Facebook and other solutions.
In the last segment, a practical approach to selecting behavior change targets will be shared with the audience, and this approach will be mapped into the previous two sections of the talk (behavior change components + 35 types of behavior change). This lecture results in both a theoretical and practical way to think about and (start to) design behavior change interventions.
B. J. Fogg
B.J. Fogg is famous for promoting the concept of "captology," a word he has coined to describe the overlap between persuasion and computers. With his work on persuasive technology, Fogg has created an important new discipline that will fundamentally change how we think about technology in relation to our jobs, business, social life etc. He has created a totally new field of intellectual inquiry.
Fogg is the founder of the Persuasive Technology Lab at Stanford University, where he directs research and conducts experimental work, e.g. investigating how mobile phones can motivate and persuade people, an area the lab calls "mobile persuasion". In 2005, a grant was given to the Persuasive Technology Lab from the National Science Foundation.
Fogg started investigating computers and persuasion in 1993 as a doctoral student at Stanford University using methods from experimental psychology to demonstrate that computers can change people's thoughts and behaviors in predictable ways. This is still the main purpose in Fogg’s work: To create insight into how computing products – from websites to mobile phone software – can be designed to change people's beliefs and behaviors.
Originating from this purpose is Fogg’s research on socalled "peace innovation" which is investigating how technology can help change attitudes and behaviors in ways that bring about global harmony. The vision is to innovate persuasive technologies that can bring about world peace in 30 years, because according to Fogg, we finally have the tools and insights to start making world peace a reality.
Furthermore, Fogg is deep into investigating the psychology of Facebook: What makes it compelling, what persuades people to install new apps, and what motivates them to continue using the service? This research is going to form the basis of an afternoon workshop at The Royal School of Library and Information Science where participants will learn about the potential impact of profile pictures online, which include issues on trust building and the role of images in impression formation. Before the workshop, Fogg gives two lectures in the morning – one about persuasive technology and the conceptual, research, and design issues related to using computers to change attitudes and behaviors, and one about designing for behavior change, including the three components of behavior change: motivation, ability, and triggers.
To learn more about the concepts of “captology” and “persuasive technology” check out B.J. Fogg’s book: “Persuasive Technology: Using Computers to Change What We Think and Do” Or learn about his latest research topic in ”Mobile Persuasion: 20 Perspectives on the Future of Behavior Change”.
Fore more information: B. J. Foggs homepage