Behavioural Meetup: Professor Adam Joinson
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This document discusses how technology can influence human behavior. It begins by reviewing McLuhan's view that technology extends human senses. It then discusses how technologies have certain affordances and qualities that make actions easier. Persuasive technologies are designed to influence behavior using the EAST framework of making things Easy, Attractive, Social and Timely. The document explains how technologies can act as extensions that amplify existing human effects through increased uncertainty online or anxiety with multiple audiences. It also discusses how technologies can shape behavior through choice architecture, defaults, constraints, rewards and by applying social rules to interactions with computers.
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Behavioural Meetup: Professor Adam Joinson
- 1. Technology and Behaviour Change Adam N Joinson Professor of Behaviour Change Behavioural Research Lab & Bristol Social Marketing Centre Bristol Business School
- 2. Join our meet-up group for details of upcoming events: http://www.meetup.com/behaviour al/ Brought to you by
- 8. • McLuhan (1963):- technology as an extension of human senses.
- 9. Affordances • A quality of the object • An ‘action possibility’ • A ‘perceived’ affordance - relational
- 10. Persuasive technology • B J Fogg
- 12. Extension • Based on McLuhan’s definition of media • Technology and tools… • Make things faster, easier, more efficient. • Remove barriers to completing an action – ease of completion • Makes new actions possible • Changes the reward structure
- 13. Extension
- 14. Amplification • Use of the tool amplifies an existing effect. • E.g. Uncertainty Reduction Theory (Berger, 1979) • Online interaction amplifies uncertainty, and reduction behaviour (Tidwell & Walther, 1992; Gibbs, Eliison & Lai, 2011) • E.g. Multiple audiences and anxiety (Goffman, 1959) • Marder, Joinson & Shankar (in prep) – impact of multiple audiences on Facebook.
- 18. AUTHORITY
- 19. SCARCITY
- 20. CONSISTENCY
- 21. Computers as Social Actors • Reeves and Nass (1996): people apply social rules to interaction with objects, computers. • E.g. reciprocity (Moon, 2000), politeness (Fogg and Nass, 1997) • Amplification can occur via application of social rules to interaction with a tool…
- 23. Shaping • Choice architecture / nudges plus perceived (and real) affordances. • “we shape our buildings, and afterwards our buildings shape us” (Churchill, 1943) • Power of defaults (e.g. opt-out organ donation, pensions etc)
- 25. Shaping
- 31. Shaping: Rewards
- 34. Join our meet-up group for details of upcoming events: http://www.meetup.com/behaviour al/ Brought to you by
Notas del editor
- The basis of social proof is quite simple – we look to others for guidance, especially when we are uncertain. There are three components to social proof – scale (how many), similarity (how similar to us they are) and ambiguity
- Social proof online?
- We want to appear consistent to the outside world, and internally. Technology can be used in both ways. QBE etc
- We can shape behaviour through use of biased decision making. E.g. Anchoring – the tendency to evaluate the worth of something to be influenced by prior, unrelated information such as pre-sale prices. The contrast effect is the tendency to allow peripheral information influence the evaluation of the attitudinal object – something found for example in auctions – especially when there is time pressure. Scarcity – we evaluate things more positively if they are in short supply…
- Attentional bias - where’s the ‘skip this step’
- Attentional bias again – which option stands out?
- We use constraints all the time – think of retreats and spas…. What about time constraints?
- Of course, a final note worth making is this. Although I’ve argued that we can use technology to change behaviour, we shouldn’t ignore the fact that people are also remarkablly adept at working round technology itself.