The Persuasion technology is growing quickly, computer products, such as mobile applications and websites are being developed to change what people feel and do (STANFORD UNIVERSITY, 2009, FOGG 2003). This dissertation presents a model based on the principles discussed by Cialdini (2006), aiming at the construction and classification of educational sites by qualifying them as fully, partially and not persuasive. The model was designed using conceptual maps, aiming to serve as a metric for evaluation and subsequent classification of educational sites. The model was tested through the development of a prototype named APEWEBS (Analysis of Persuasive Educational Web Sites), which allowed a comparative study of three educational web sites developed as a result of the established concepts in the context of the model. It was found, after testing the APEWEBS prototype as well as the mechanisms provided in the persuasion model, to be an effective tool in the analysis and classification of the considered educational web sites. / Fundação de Amparo a Pesquisa do Estado de Alagoas / A Persuasão tecnológica está crescendo rapidamente, produtos de informática, como aplicativos móveis e websites, estão sendo desenvolvidos para mudar o que as pessoas sentem e fazem (UNIVERSITY STANFORD, 2009; FOGG, 2003). Esta dissertação apresenta um modelo baseado nos princípios analisados por Cialdini (2006), objetivando a construção e classificação de sítios educacionais qualificando-os em totalmente, parcialmente e não persuasivos. O modelo elaborado, utilizando mapas conceituais, tem como objetivo servir de métrica para avaliação e conseqüente classificação dos sites educacionais. O modelo foi testado a partir da elaboração de um protótipo chamado AWEP (Análise de Web Sites Educacionais Persuasivos) o que possibilitou um estudo comparativo de três sites educacionais que foram resultado dos conceitos estabelecidos no contexto do modelo. Verificou-se, após o teste, que protótipo AWEP assim como os mecanismos de persuasão previstos no modelo se tornaram efetivos na análise e classificação dos sites educacionais estudados.

This thesis focuses on persuasion and how principles of persuasion embedded within mobile health applications are there to promote attitude and behavioral change. It includes a background in rhetoric; beginning with the Aristotelian method for persuasion, then stretching on to psychological rhetoric, and finally how the Aristotelian methods have worked its way into everyday society, especially in marketing and games. The thesis then benefits from the rhetoric background as it explores Dr. BJ Fogg’s model of behavior as well as his principles of persuasion. An analysis of the mobile health application “My Fitness Pal” is made. After which the principles are transferred into a mockup designed to fit another context, namely education. This to challenge the authors hypothesis, that the same principles of persuasion used to promote and persuade the user to do a physical activity, can also be used to persuade a user to study.

Denna uppsats syftar till att ta fram ett teoretiskt underlag för hur miljöprojektet CLICC (Climate Living In Cities Concept) i Malmö skulle kunna utvecklas med hjälp av teorier kring de relativt nya begreppen Spelifiering och Captology. Målet är att förbättra den miljökommunikativa processen där de boende i bostadsförening Hilda ska motiveras att minska sina koldioxidutsläpp med 50 procent. Metoden för denna studie utgörs av en kombinerad litteratur- och en fallstudie.Forskningen kring Spelifiering, Captology och miljökommunikation utgör grunden för denna studie. Detta har sedan kompletterats med en intervju där Miljöförvaltningens projektansvarige för CLICC har gett sin bild av projektet och de hinder som existerar. Uppsatsen utmynnar i ett antal teoretiskt grundade förslag som behandlar möjligheten att, med hjälp av Spelifiering och Captology, överbrygga miljökommunikativa hinder och uppmuntra de boende till att både delta i projektet och förändra sin livsstil i en mer miljöanpassad riktning. / This thesis aims to develop a theoretical foundation for how the environmental project CLICC (Climate Living In Cities Concept) in Malmö can be taken further by incorporating theories around relatively new concepts concerning Gamification and Captology. The goal is to improve the environmental communication in the housing association Hilda, to support the goal of reducing their carbon dioxide pollution with 50 percent. The research concerning Gamification, Captology and environmental communication makes out the theoretical basis of this research. The thesis has been complemented with an interview where the project manager of CLICC, employer of Miljöförvaltningen, has given her own view of the project and existing obstacles. The thesis draws conclusions concerning the possibilities to overbridge the obstacles of environmental communications by using Gamification and Captology. With this theoretical base we aim to encourage participation among the residents, and support their changes of lifestyle to become more environmental friendly.

As the research field about persuasive technologies is growing there is a need to consider how we design motivating tools that empower users. This paper aims to raise this discussion by analysing the Motivational Technologies framework. With a Research through Design approach, a case about designing a preventive health application for individuals with rheumatoid arthritis is used as an example to drive the discussion. Through interviews, workshops and prototyping, three design concepts were developed: All in One, Healthie and Three Coaches. Findings from the design process support that for building self-determination, the three key aspects customization, navigability and interactivity from the framework could be important. However, the findings also highlight that other aspects, such as transparency, handling of relapses and encouragement are important to consider and that a critical view of social interaction is needed. Thus, the analysis provides new perspectives to the on-going discourse and shows that the framework needs nuancing. / I takt med att det blir allt vanligare med teknik för att främja beteendeförändringar är det viktigt att diskutera hur sådan teknik kan designas på ett sätt som stärker och motiverar användare. Syftet med denna artikel är att genom en analys av ramverket Motivational Technologies lyfta denna diskussion. Som utgångspunkt för diskussionen används en designutmaning som innefattar design av en livstilsförändrande applikation för att förebygga ledgångsreumatism. Genom intervjuer, idéseminarier och skapandet av prototyper togs tre designkoncept fram: All in One, Healthie och Three Coaches. Resultatet av designutmaningen stödjer att ramverkets huvudaspekter customization, navigability och interactivity är viktiga. Däremot visar resultatet även att andra aspekter, så som transparens, hantering av återfall och uppmuntran är viktiga att ta hänsyn till och att ett kritiskt perspektiv på social interaktion behövs. Därmed bidrar analysen med nya infallsvinklar till den pågående diskursen och visar att det studerade ramverket bör nyanseras.