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Samenvatting Persuasive technologies
- Cours
- Persuasive technologies
- Établissement
- Universiteit Antwerpen (UA)
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Persuasive TechnologiesINHOUDSOPGAVE
Introduction ..............................................................................................................................................................................3
Social media habits + digital by default (= standaard)................................................................................................................ 3
What do people do online? ........................................................................................................................................................ 3
New kids on the block ‘21 .......................................................................................................................................................... 3
Crashcourse on the book: hooked by Nir eyal............................................................................................................................4
Chapter 1: HABITS ...................................................................................................................................................................... 4
Chapter 2: TRIGGER .................................................................................................................................................................... 5
Chapter 3: ACTION ..................................................................................................................................................................... 6
Motivation .................................................................................................................................................................................. 6
Ability ......................................................................................................................................................................................... 7
BIAS and HEURISTICS .................................................................................................................................................................. 8
Nudging (e.G. online à scarcity appeals) .................................................................................................................................. 8
Article: spontaneous hedonic reactions (e.G. seeing something leads to SOMETHING) TO social media cues (e.g. just seeing
an icon like facebook) ................................................................................................................................................................. 9
Chapter 4: REWARD ................................................................................................................................................................. 11
Chapter 5: INVESTMENT ........................................................................................................................................................... 13
What are risks, ethics & privacy with habit forming technology? ............................................................................................ 16
guest lecture: business models for apps – dorien Luyckx ......................................................................................................... 20
elevator pitch ........................................................................................................................................................................... 20
business model canvas ............................................................................................................................................................. 20
Design thinking ......................................................................................................................................................................... 22
boredom and mobile media use .............................................................................................................................................. 26
MAC model of boredom (Westgate & Wilson, 2018) ............................................................................................................... 26
Different boredom profiles ...................................................................................................................................................... 26
Strategies for boredom regulation ........................................................................................................................................... 27
Boredom and media psychology .............................................................................................................................................. 27
Boredom proneness ................................................................................................................................................................. 28
Boredom regulation through mobile media use ...................................................................................................................... 28
How to measure boredom and regulation? ............................................................................................................................. 28
Boredom and smartphone use project (2023-2026) ................................................................................................................ 28
guest lecture Disconnection by Mariek Vanden Abeele ........................................................................................................... 29
What is the problem? ............................................................................................................................................................... 29
How can we understand this problem? ................................................................................................................................... 29
Why is the problem difficult to solve?...................................................................................................................................... 29
Is there a solution? ................................................................................................................................................................... 29
human AI interaction .............................................................................................................................................................. 31
Privacy and human behavior in the information age ............................................................................................................... 31
Privacy as trust ......................................................................................................................................................................... 31
Implications and recommenations ........................................................................................................................................... 31
GDPR......................................................................................................................................................................................... 31
Key elements ............................................................................................................................................................................ 31
Human-AI Interaction (HAII) ..................................................................................................................................................... 32
Media equation (Reeves & Nass, 1996) (= bOOK) .................................................................................................................... 33
Rise of machine agency ............................................................................................................................................................ 33
Definitions ................................................................................................................................................................................ 33
Large language models ............................................................................................................................................................. 34
Human agency + Machine agency ............................................................................................................................................ 34
Meanwhile in the popular media… .......................................................................................................................................... 35
To conclude .............................................................................................................................................................................. 35
1
, TIME model (Sundar) à Read this paper ................................................................................................................................. 35
AI in the public sector by Bjorn Kleizen ................................................................................................................................... 37
But first: what is AI? ................................................................................................................................................................. 37
What is it used for in practice? ................................................................................................................................................. 37
Problematizing AI in government ............................................................................................................................................. 38
What issues can we recognize in these cases? ......................................................................................................................... 38
Trust in AI and trust in government ......................................................................................................................................... 39
How can we address ongoing concerns?.................................................................................................................................. 39
Our own research ..................................................................................................................................................................... 41
Experiment on control .............................................................................................................................................................. 43
Data categories shown in experiment ...................................................................................................................................... 43
Direct effects of interventions (OLS) ........................................................................................................................................ 43
Interaction effects (trust in government) ................................................................................................................................. 43
Final experiments on crises ...................................................................................................................................................... 44
Concluding remarks .................................................................................................................................................................. 44
Immersive technologies and their power for persuasion (Laura herrewijn) ............................................................................. 46
What is Virtual Reality (VR)? .................................................................................................................................................... 46
What is Augmented Reality (AR)? ............................................................................................................................................ 46
The Reality-Virtuality Continuum (Milgram et al., 1994) ......................................................................................................... 47
What is ‘The Metaverse’? ......................................................................................................................................................... 47
The evolution of social networks to social VR.......................................................................................................................... 48
What is ‘The Real-World Metaverse’? ...................................................................................................................................... 48
Why are VR and AR so interesting? .......................................................................................................................................... 49
What are VR and AR used for? ................................................................................................................................................. 50
Research: how does shopping with AR affect brand responses? ............................................................................................. 51
Virtual sensibilisation ............................................................................................................................................................... 52
2
,INTRODUCTION
à Book tip: Hooked
à e.g. Isala à Instagram page about good feminine bacteria’s (from UA) = good campaign
SOCIAL MEDIA HABITS + DIGITAL BY DEFAULT (= STANDAARD)
- You use it without conscious thought à e.g., you analyze in SPSS and you don’t know something à you will go to
YouTube (= it is a habit)
- Technology is part of our society à so it should also be part of our lives (also for younger children)
WHAT DO PEOPLE DO ONLINE?
- Shopping (e.g. Zalando)
- Buying food (e.g. Uber eats)
- Environment (e.g. Vinted à they found a gap/niche)
Good things online
- Advice and support
o Social support
- Learning and information
- Creativity and inspiration
- Social contacts and self-expression
- Engagement, democracy
Bad things online
- Invasive or non-transparent advertising
o Giving away a lot of personal information à could be stored by advertisers
o People started complaining about their privacy
- Data leaks, hacking, illegal activities
- Hate speech, racism, violence
- Sexual harassment, transgressive behavior
NEW KIDS ON THE BLOCK ‘21
- Clubhouse
- Be Real
- Chat GPT
- …
3
, CRASHCOURSE ON THE BOOK: HOOKED BY NIR EYAL
“ Through consecutive Hook cycles, succesful products reach their ultimate goal of unprompted user engagement, bringing users
back repeatedly, without depending on costly advertising or aggressive messaging.”
à how do people become hooked? How do those apps succeed to make a habit?
CHAPTER 1: HABITS
- Examples: morning and evening routines à just something you do but not prescribed or something BUT it is learned
(e.g. repeating the reminder to brush the teeth when you have children because then they will learn it)
- “Behaviors done with little or no conscious thought”
- Behavioral scripts (e.g. the habit of going for a short run in the morning à one day: someone could not run in the
morning so he went in the evening but he made the mistake because he said ‘good morning’ to the persons in the
neighborhood instead of ‘good evening’ because it is a script
- Let’s us focus our attention on other things à if you have the habit: it benefits you because it will be a habit so you
don’t need to think about it
“OLD HABITS DIE HARD”
à Neural pathways remain etched in our brain – early habits are the most difficult ones to change… à things that you learned
as a child are easier to maintain but harder to skip/change
à e.g. brushing theeth, flossing theeth
WHY ARE HABITS GOOD FOR BUSINESSES? (REASONS)
- Customers keep coming back, no need for overt call to actions like ads or promotions…
- Higher Customer Lifetime Value (CLTV): habits increase lenght and frequency of product use and thus profits....
o Spend lots of time aquiring new customers (e.g. telecom, newspapers…)
- Pricing flexibility: customers really want/need the product and are less sensitive to price (changes)
o “You can determine the strength of a business over time by the amount of agony they go through in raising
prices” Warren Buffet
o If you raise your price and sales go down very hard then you are not the best business à people will just
continue to buy it if it is a good product
§ E.g. beer à if you like it, you have the habit to drink beer at a festival, then you will still use it even
when the price increased
- Supercharging growth: brand evangelists
o Users as brand evangelists à you want users to attract new users (e.g. tag friends)
o ‘Viral Cycle Time’: amount of time it takes a user to invite another user
o More frequent users – faster cycle time! Exponential growth!
o Examples: Tagging, Invite friends, ....
- Sharpening the competitive edge: users stick!
o “Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue
the new” John Gourville, professor Harvard Business School
o Innovations fails because consumers overvalue the old
o “Old habits die hard” J à it becomes part of what you do without thinking à which makes it harder for
competitors to enter the market because they are so used to that brand
o (cfr. investment part of the Hook Cycle)
o Example: Twitter à people stayed however they didn’t like Elon Musk
PERCEIVED FREQUENCY AND UTILITY
- Google: frequency = higher but has a lower perceived utility
- If there is no perceived utility you won’t become in the habit zone
4
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