Persuasive Technology: 2. The Functional Triad -- Computers in Persuasive Roles

[apel]

These are my notes from reading Chapter 1, The Functional Triad -- Computers in Persuasive Roles, in Persuasive Technology by BJ Fogg.


Roles Computers Play
From the perspective of the user, the computer can play one or a combination of three roles: tool, medium or social actor.

Computers as Tools
Tools increase capability. They persuade by:

• making target behaviour easier
• leading users through processes
• motivate through calculating or measuring progress

Parcel tracking technology and finger print comparison applications are examples.

Computers as Media
Media provide experience. They persuade by:

• allowing users to experiment with cause-and-effect
• giving vicarious experiences that motivate
• helping users rehearse target behaviour

Symbolic media conveys meaning through text, graphic, charts or icon -- symbolic visual representations of information. Sensory media does the same through other senses, hearing, smelling, touch and also direct visual experiences, i.e. video. Captology focuses mainly on sensory media, particularly computer simulations such as flight simulators or virtual reality environments.

Computers as Social Actors
Social actors create relationships. They persuade by:

• giving positive feedback
• modelling desired behaviour
• providing emotional support

Users often interact with computers following "the norms found in interactions between humans." Roomba and Tamagotchi are examples.

Applying the Functional Triad
"Persuasion strategies differ depending on the role being played by the computer: tool, medium or social actor."

"As a designer steps through the three corners of the functional triad, different strategies for motivation and influence will become apparent."

Using the example of improving a user's health through diet and exercise, when the computer is acting as a tool it can allow the user to identify eating and exercise barriers through a step-by-step process. It can also track and visually display their progress. When the computer plays the role of a medium, it can facilitate the user's rehearsing of making healthier choices. It can also allow the user to play with various diet and exercise parameters to explore cause-and-effect relationships over months and years. Finally, when the computer is a social actor, it can use words to support, instruct and praise the user to help them achieve their goals.