cmn112 lecture 15: Persuasive Communication Campaigns & New Technology

Mass Communications

-involves high volume of people

-reaching very large audience in a way that is the most effective (lowest overall cost)

Targeting Communications

-larger defined subgroup of people

-more well-defined subgroup

-sub-group of the larger population

-specific characteristics

Tailored and Personalized Communications

-more narrow

-communications customized for individuals

-an even more defined subgroup

-taking into account specific individual characteristics

-expensive in the short term, but in the long term it pays off

-helps to engage with an audience over time

-more effective, more credibility

the more personalized a message is, the greater the credibility

-greater perception of caring for the individual

-addressing individual needs → message is more likely to be successful

-effectiveness (personal >>> mass)

list the types of communications from largest to narrowest

mass → targeted → tailored → personalized

Targeting:

designing messages to meet needs of audience segments

Tailoring:

using personal information to allow computerized message selections for individuals

what does it mean to tailor/personalize?

know your audience

Recommendation systems:

INFORMATION FILTERING SYSTEM that seeks to predict the "rating" or "preference" an individual would give to an item

-suggesting content to users based on certain criteria or demographics

-often built around products/items

-used to introduce users to new concepts

Personalized algorithms:

using PERSONAL INFORMATION to design algorithms to predict and present the information for each unique individual

-often built around the individual or preferences

-using personal information to design algorithms that predict

-about the individual experience

-deeper sense of belonging

-using the user experience to make it particularly relevant and unique

what are the end goals?

evaluative metrics

user satisfaction

-how likely the user will like the recommended item?

-how likely the user will keep paying attention in the system

what is Persuasive Technology (PT)?

Persuasive Technology is a vibrant interdisciplinary research field, focusing on the DESIGN, DEVELOPMENT and EVALUATION of INTERACTIVE TECHNOLOGIES aimed at CHANGING PEOPLE'S ATTITUDES OR BEHAVIORS through PERSUASION and SOCIAL INFLUENCE, but not through coercion or deception

what are the components of the Functional Triad?

1. Social Actor

2. Medium

3. Tool

Social Actor

(functional triad)

creates relationships

ex: pokemon go

a Social Actor can be persuasive by:

-rewarding people with positive feedback

-modeling a target behavior or attitude

-providing social support

Medium

(functional triad)

provides experience

a Medium can be persuasive by:

-allowing people to explore cause-and-effect relationships

-providing people with vicarious experiences that motivate

-helping people rehearse a behavior

Tool

(functional triad)

increases capability

a Tool can be persuasive by:

-making target behavior easier to do

-leading people through a process

-performing calculations or measurements that motivate