Introduction: Persuasion in the Digital Age
The author defines "persuasive technology" as the use of information technology for the purpose of effecting a change in the attitudes or behaviors of people.
He notes that computers weren't created to persuade, but were merely tools for storing, retrieving, and calculating data, but as the use of computers increased and spread, it was discovered that they could be used as a persuasive medium.
This began with the early use of computers as teaching tools (teaching, itself, being a form of indoctrination), but that more overt and calculated attempts to use technology to influence behavior began when computers became a communications medium, used by a large number of perople from every walk of life.
Persuasion on the Web
The Web became a commercial medium in 1993, and companies brought with them the goals and tactics they have used in other communications media.
Commercial Web sites do not merely process orders, but they attempt to persuade the user to order more that they originally intended and to recruit other customers. Many sites seek to persuade users to provide their personal information, including details that have nothing to do with their use of the site (a maiden name, birth date, household income, etc.). Even non-commercial site seek to persuade the visitor to return, even to bookmark the site or set it as their default search engine or home page.
All of this goes well beyond the realm of providing users with the resources to accomplish their goals, and well into persuading users to act in the interests of the site operator.
The emergence of mobile computing and "embedded computing" in everyday devices are an attempt to extend the influence of computer technology beyond the space where the user is consciously and willingly interacting with a computer, and the objective of this persuasion is intended to reach beyond the time in which the computer is used. The objective of persuasion is to change the way that people think in order to influence the way in which they act.
Objectives and Tactics
The objectives of a persuader may vary from something as "beneficial" as teaching teenagers about the dangers of drunk driving (to compel them to avoid driving under the influence), or as sinister as attempting to control the way individuals spend their money or cast their votes. Their tactics tend to be much the same, regardless of their aim.
It is the believe of the author that individuals should be aware of the various attempts to persuade or manipulate them. IT is his aim, in writing this book, the help individuals to: recognize the ways in which technology is being used to persuade them, and to consider the ethical issues of their own use of computer systems in influencing others.
Reactions
The author mentions that there have been "radically different responses" to his research into this area. Some felt the field of study itself was immoral, others seemed excited by its potential to uncover techniques that could be used for commercial or political purposes.
He acknowledges that each response has its merit, but he considers his studies to be morally neutral: computers are a tool, persuasion an action, and the motivations of those who use it will naturally vary, as will the results they achieve.
Advantage over Traditional Media
Traditional media have been used for centuries to influence people. The advantage of computer technology is interactivity. A broadcast pitch may reach a large number of users, but it depends on each user to be receptive to the mass pitch.
Through computer technology, a pitch can be interactive, adapting in the same way a skilled salesperson would to the reaction of the recipient, which is a far more effective approach. Technology enables the pitch to be altered based on what is known about the user in advance, collected from the user during their interaction, or assumed about the user by their behavior.
Advantages over Human Persuaders
While person-to-person persuasion shares the interactive capabilities of computer technology, there are six distinct advantages:
- A computer can be persistent, and people are more accepting of a "nagging" computer than a nagging person, which plays upon the human motive to be compliant, if only to be left alone. Computers are relentless, do not need to eat or sleep, can work around the clock, and constantly observe the subject in wait of an opportune moment to intervene.
- Computers have the appearance of anonymity. There is less resistance to communicating with a computer about sensitive topics such as sexual behavior, substance abuse, health problems, and other topics it would be uncomfortable to discuss with another human being.
- Computers can store and access huge volumes of data, and have greater capacity, speed, and reliability than human cognition and memory. They do not make errors, and they do not forget.
- Computers can use a variety of media to communicate a message. Whereas a person primarily relies upon speech, computers can present graphics, rich audio and video, animation, simulation, and other methods of communicating.
- Computers can scale to meet demand. Whereas a person is limited to communicating interactively with one person at a time, they cannot be fully engaged with multiple people at once, whereas a computer system is designed to serve thousands or millions of simultaneous interactions.
- Computers can be ubiquitous. Whereas a human persuader is limited in the places where they may interact with people, the computer is becoming pervasive and is present in places where a human salesman is unwelcome and unwanted. Through mobile computing and systems embedded in devices, computers are becoming inescapable.
About This Book
The content of this book combines theoretical frameworks and principles along with case studies and anecdotal observations.
The first five chapters provide a basic groundwork for the consideration of computerized persuasion, and subsequent chapters examine related topics.
Throughout the book, the author will attempt to provide information for general understanding as well as practical guidance for users of persuasive technology.