People generally want to engage in a healthy lifestyle, to live in harmony with the environment, to contribute to social causes, and to avoid behaviours that are harmful for themselves and others. However, people often find it difficult to motivate themselves to engage in these beneficial behaviours. Even adopting a healthy lifestyle, such as healthy eating, physical activity, or smoking cessation, is hard despite being aware of the benefits. The increasing adoption and integration of technologies into our daily lives present unique opportunities to assist individuals to adopt healthy behaviours using technology. As a result, research on how to use technology to motivate health behaviour change has attracted the attention of both researchers and health practitioners. Technology designed for the purpose of bringing about desirable behaviour and attitude changes is referred to as Persuasive Technology (PT). Over the past decade, several PTs have been developed to motivate healthy behaviour, including helping people with addictive behaviour such as substance abuse, assisting individuals to achieve personal wellness, helping people manage diseases, and engaging people in preventive behaviours. Most of these PTs take a one-size-fits-all design approach. However, people differ in their motivation and beliefs about health and what constitutes a healthy life. A technology that motivates one type of person to change her behaviour may actually deter behaviour change for another type of person. As a result, existing PTs that are based on the one-size-fits-all approach may not be effective for promoting healthy behaviour change for most people. Because of the motivational pull that games offer, many PTs deliver their intervention in the form of games. This type of game-based PTs are referred to as persuasive games. Considering the increasing interest in delivering PT as a game, this dissertation uses persuasive games as a case study to illustrate the danger of applying the one-size-fits-all approach, the value and importance of tailoring PT, and to propose an approach for tailoring PTs to increase their efficacy. To address the problem that most existing PTs employ the one-size-fits-all design approach, I developed the Model-driven Persuasive Technology (MPT) design approach for tailoring PTs to various user types. The MPT is based on studying and modelling user’s behaviour with respect to their motivations. I developed the MPT approach in two preliminary studies (N = 221, N = 554) that model the determinants of healthy eating for people from different cultures, of different ages, and of both genders. I then applied the MPT approach in two large-scale studies to develop models for tailoring persuasive games to various gamer types. In the first study (N = 642), I examine eating behaviours and associated determinants, using the Health Belief Model. Using data from the study, I modelled the determinants of healthy eating behaviour for various gamer types. In the second study (N = 1108), I examined the persuasiveness of PT design strategies and developed models for tailoring the strategies to various gamer types. Behavioural determinants and PT design strategies are the two fundamental building blocks that drive PT interventions. The models revealed that some strategies were more effective for particular gamer types, thus, providing guidelines for tailoring persuasive games to various gamer types. To show the feasibility of the MPT design approach, I applied the model to design and develop two versions of a Model-driven Persuasive Game (MPG) targeting two distinct gamer types. To demonstrate the importance of tailoring persuasive games using the MPG approach, I conducted a large-scale evaluation (N = 802) of the two versions of the game and compared the efficacy of the tailored, contra-tailored, and the one-size-fits-all persuasive games condition with respect to their ability to promote positive changes in attitude, self-efficacy, and intention. To also demonstrate that the tailored MPG games inspire better play experience than the one-size-fits-all and the contra-tailored persuasive games, I measure the gamers’ perceived enjoyment and competence under the different game conditions. The results of the evaluation showed that while PTs can be effective for promoting healthy behaviour in terms of attitude, self-efficacy, and intention, the effectiveness of persuasion depends on using the right choice of persuasive strategy for each gamer type. The results showed that one size does not fit all and answered my overarching research question of whether there is a value in tailoring PT to an individual or group. The answer is that persuasive health interventions are more effective if they are tailored to the user types under consideration and that not tailoring PTs could be detrimental to behaviour change.

In this paper, we examine the persuasive design in e-commerce. This is an area with a strong representation of the design elements that can be classified as persuasive (Alhammand & Gulliver, 2014). Despite this, the spread of studies investigating persuasive design elements in e-commerce basically non-existent. We use the PSD model (Oinas-Kukkonen & Harjumaa, 2009) to identify the presence of persuasive design element on four e-commerce sites through quantitative mapping. The quantitative mapping allows us to carry out a qualitative study of the PSD model as a tool for the identification of these elements in the context of e-commerce sites. We could see that a majority of the design principles were found on the investigated e-commerce sites, the presence was highest among the design principles that is about the system's credibility, as well as those that guide the user to the intended target behavior. In the evaluation of PSD model, we identified direct dependencies between individual design principles and the need for user evaluations. We found some problems with interpreting the design principles to be applied to them in the context of e-commerce, which suggests that a clarification of designprincipera would be desirable. / I den här uppsatsen undersöker vi persuasive design inom e-handel. Detta är ett område som uppvisar en kraftig representation av design-element som kan klassificeras som persuasive (Alhammand & Gulliver, 2014). Trots detta så är utbredningen av studier som undersöker persuasive design-element inom e-handel i princip obefintlig. Vi använder oss av PSD-modellen (Oinas-Kukkonen & Harjumaa, 2009) för att identifiera förekomsten av persuasive design-element på fyra stycken e-handelsplatser genom en kvantitativ kartläggning. Den kvantitativa kartläggningen gör vi för att kunna genomföra en kvalitativ undersökning av PSD-modellen som verktyg för identifiering av dessa element i kontexten e-handelsplatser. Vi kunde se att en majoritet av designprinciperna återfanns på de undersökta e-handelsplatserna, förekomsten var högst hos de designprinciper som handlar om systemets kredibilitet samt de som guidar användaren till det tänkta målbeteendet. I utvärderingen av PSD-modellen identifierade vi direkta beroenden mellan enskilda designprinciper och ett behov av användarutvärderingar. Vi fann vissa problem med att tolka designprinciperna för att kunna appliceras dem på kontexten e-handelsplats, vilket talar för att ett förtydligande av designprincipera skulle kunna vara eftersträvansvärt.

This thesis examines the persuasiveness of anti-smoking television advertisements aimed at teens and produced by Philip Morris's Youth Smoking Prevention Program and the American Legacy Foundation's truth campaign. The advertisements are analyzed rhetorically using Kenneth Burke's dramatistic approach, supplemented by theory related to persuasive advertising, characteristics of at-risk adolescents, persuasive attack, and persuasive defense (apologia). The analysis indicates that strong central themes present in both the Philip Morris and truth campaigns act as a means of rhetorical persuasion, but are not necessarily rhetoric designed to persuade adolescents not to smoke cigarettes. The truth campaign advertisements contain both strengths and weaknesses. The weakness of the truth ads is related to an over-reliance on allegory-type scenarios meant to communicate anti-smoking sentiments and the theme of manipulation. Truth ads that contain clearer messages conveyed by appealing central characters are a more effective means of communicating not only an anti-smoking ideology, but also the theme of adolescent empowerment. This thesis's analysis more alarmingly indicates that the Philip Morris ads are in no way an effective means of smoking prevention. The Philip Morris campaign acts as a persuasive defense with the intended purpose of image repair and may encourage adolescents to think of Philip Morris and their tobacco products in a positive light. Conclusions suggest that due to the vast impact of media the glorifies smoking and other self-injurious behaviors; infrequent appearance of pro-social media appeals; insidious coercive tactics of the tobacco industry; possible limitations in determining the effectiveness of pro-social media appeals due to adolescent self-perception (or third person effect variables); and lack of attention paid to more vulnerable or at-risk youth, the real need may not be better pro-social media campaigns, but rather media literacy campaigns. In doing so, youth may become empowered, critical thinkers able to make life choices based on personal preference and the desire for self-fulfillment, instead of being coerced into a belief system induced by the bombardment of media.

This comparative pre-test/post-test quantitative study investigated the effect of an instructional strategy using concept mapping as a graphic organizer on the quality of persuasive writing compositions produced by fourth grade elementary school students. Six fourth grade classes were assigned as intact groups to three conditions: concept mapping treatment, four square treatment, and control. Participants wrote a pre-test essay prior to treatment. Treatment consisted of an instructional unit collaboratively developed by the researcher and classroom teachers on persuasive writing. Instruction for the three treatment groups was the same except for type of graphic organizer used (Concept Map, Four Square, or none). Following treatment, a post-test on persuasive writing was administered in the form of an essay. The concept mapping treatment group used concept mapping as their graphic organizer, the four square treatment group used the four square method, and the control group used no graphic organizer. Each of the pre- and post-test essays for both treatment and control groups were scored using rubrics created collaboratively by the researcher and participating teachers for Persuasive Content and for Engagement with Content. Only the concept mapping treatment group created concept maps during the post-test. Therefore, only the concept mapping treatment groups’ essays received a score for Sophistication of the Concept Map. One-way Analysis of Variance showed a significant mean difference in Persuasive Content and Engagement with Content between the three treatment groups. Concept Mapping had the highest mean scores on each, followed by Four Square and then the control. Pearson’s product-moment correlation showed a moderate positive correlation between Sophistication of Concept Map and both Persuasive Content and Engagement with Content. Positive correlations were also found between prior KCCT scores and persuasive writing scores and prior writing portfolio scores and persuasive writing scores. No significant correlation was found between gender and persuasive writing scores or race/ethnicity and persuasive writing scores. The results of this study indicate that Concept Mapping improves Persuasive Content and Engagement with Content when used as a graphic organizer in the writing of persuasive essays.

This thesis aims to explore what are the main factors for designers to consider, when they design persuasive technologies for improving environmentally sustainable behavior. This paper starts out with a definition of sustainability as such, while also describing the most pressing issues within ecological sustainability. The biggest part of related research is dedicated to the persuasive technologies and three main factors of ability, trigger and motivation. We also talk about a fourth, additional factor of an emotional relationship. Besides persuasive technologies, this part describes sustainable Human-Computer Interaction, location-based services, and ethical issues are mentioned as well. The first part of the next section is dedicated to the description of a High Fidelity prototype of persuasive mobile application. The second part talks about quantitative and qualitative methods used while collecting data. After that, the reader is presented with the study results, which are then also analyzed. The following part discuss these results in a more depth. In the end, we summarize obtained results and the whole study.

I utilized a design science approach to create an automated kiosk that uses embodied intelligent agents to interview individuals and detect changes in arousal, behavior, and cognitive effort by using psychophysiological information systems. This dissertation achieves three primary purposes.First, I describe the creation of this new Information Technology artifact, discuss design choices, and show the completed prototype.Second, related to this new system, I propose a unique class of intelligent agents, which are described as Special Purpose Embodied Conversational Intelligence with Environmental Sensors (SPECIES). I outline a system model that frames the conceptual components of SPECIES agents, provide design principles for developing SPECIES agents, and discuss some of the research implications of the various components in the model.Third, based on the SPECIES paradigm, I present five studies that evaluate different parts of the model. These studies form the foundational research for the development of the automated kiosk. In the first study, participants interacted with an automated interviewing agent via a chat-based modality (108 participants). The study clearly demonstrates the strong, positive correlation of both response time and the number of times a message is edited to deceitful responses. The software developed became the heart of the kiosk. The second study evaluated changing human decision-making by including influence tactics in decision aids (41 participants). This paper-based decision experiment showed that framing decision aids as appeals to individuals' values possibly change individuals' decisions and was the basis for study 4. The third study examined human-computer interaction and how SPECIES agents can change perceptions of information systems by varying appearance and demeanor (88 participants). Instantiations that had the agents embodied as males were perceived as more powerful, while female embodied agents were perceived as more likeable. Similarly, smiling agents were perceived as more likable than neutral demeanor agents. The fourth study assessed how incorporating impression management techniques into embodied conversational agents can influence human perceptions of the system (88 participants). The impression management techniques proved to be very successful in changing user perceptions. Specifically, agents that performed self-promotion were perceived as more powerful, trustworthy and expert. Agents that performed ingratiation were perceived as more attractive. In the fifth study, I used an embodied agent to interview people who had either constructed a fake bomb and packed it into a bag or had only packed clothes into a bag (60 participants). The agent used eye-tracking technology to capture pupil dilation and gaze behavior. When combined with vocal measurements, the kiosk technology was able to achieve over 93% accuracy in one trial.

A problem exists that many eco-friendly products on the market today are not widely accepted by consumers. Three pilot experiments were conducted to examine a few causes of poor eco-friendly product acceptance. The first two experiments involved the testing of alternative products to disposable plastic water bottles. Two hypotheses were developed- the attitude hypothesis and the user activity hypothesis. The attitude hypothesis states that a person with a positive environmental attitude will lead to better eco-friendly product recommendation and rating, greater product uses, and a greater chance of continued use. The user activity hypothesis states that a product with difficult set-up or cleaning will lead to a worse product recommendation and rating, fewer product uses, and a smaller chance of continued use. Participants took home a product to test for one week and then returned to complete two surveys- a demographics survey and a product evaluation survey. These surveys measured variables such as environmental attitude, product recommendation and rating, number of uses, continued use, and many others. The results of the experiments show a relation between environmental attitude and the participants’ future usage with the eco-friendly product. In addition, the data shows that difficulty of product set-up and cleaning relate to the users’ opinion of the product. Since this methodology of testing has not been documented before, the lessons learned from these pilot experiments will help to develop a framework for product testing with human ubjects. The third pilot experiment tests the design method of defaults, which may be a powerful tool when designing eco-friendly products. The theory behind the default option is that people typically choose the default setting on a product, regardless if it is the best option. This theory was tested with the use of automatic paper towel dispensers. The lengths of the paper towels that the machines dispensed were changed periodically and the paper towel usage was measured. The results from this experiment indicate that users obey the rule of defaults, unless their needs are not being met at an extreme level.

It was the problem of this study to determine the status of recent experimental, empirical, and rhetorical studies in the teaching of persuasion. An instrument was devised which included studies related to ten major categories traditionally covered in the persuasion course.

As crenças constituem uma das variáveis que podem influenciar os comportamentos das pessoas. Este estudo objetivou avaliar o quanto um material didático pedagógico ( formatado em CD-ROM) baseado na teoria da persuasão de Fotheringham (1966) é capaz de modificar as crenças nos comportamentos de risco para doença coronariana. Realizamos um estudo quase experimental do tipo antes e depois numa cidade do interior de São Paulo. A amostra constituiu de 200 pessoas (50% homens e 50 % mulheres), com a seguinte caracterização: 36% com 45-59 anos de idade, 28% com o segundo grau completo, 35% com renda familiar de 2 salários mínimos, 44% com sobrepeso, 38,5% com colesterol alterado, 22,5% com circunferência abdominal elevada, 47% hipertensos e 22% com risco de desenvolver doença arterial coronariana. Foi realizado uma entrevista inicial (pré-teste) cujas falas foram categorizadas usando-se o modelo de Rokeach (1981). Foram identificadas 1297 crenças dos tipos B, C, D e E nos seguintes comportamentos: fumar, ingerir alimentos ricos em gordura em excesso, ingerir bebida alcoólica em excesso, não aliviar o estresse, não controlar níveis pressóricos altos, acrescentar sal em excesso aos alimentos, não controlar a diabetes e não dosar a glicemia, ingerir açúcar em excesso e não controlar o peso corporal excessivo. Após a intervenção, que constou da utilização de uma estratégia de comunicação persuasiva mediante o uso de um CD-ROM, foram feitas entrevistas em dois momentos posteriores. Observamos que ocorreu deslocamento da maioria das crenças do tipo D e E, que são consideradas por Rokeach (1981) como situadas na periferia do sistema de crenças. As crenças em que ocorreram o maior número de modificações foram as relacionadas com a atividade física e o peso corporal. / Beliefs are one of the variables which can influence the people´s behavior. The aim of this study was to evaluate to what extent a pedagogical didactic material (formatted in CD-ROM) based in the Fotheringham´s persuasion theory (1966) is capable to modify beliefs in risk behaviors concerning coronary disease. A quasi-experimental before/after type study was carried out in a São Paulo State city. The sample was made of 200 subjects (50% males and 50% females) with the following characteristics: 36% aged 45 to 59 years, 28% with secondary education; 35% with a 2 minimum salaries familial income, 44% overweighted, 38.5% with altered cholesterol levels, 22.5% with large abdominal girth, 47% hypertensive and 22% with risk of developing coronary artery disease. After the initial interview 1297 (B,C,D,E) type beliefs were identified in the following behaviors: smoking, excessive ingestion of fatty foods, alcoholic beverages in excess, not alleviating stress, not controlling high pressure levels, adding salt in excess to the food, not controlling diabetes and not determining glicemia, excessive ingestion of sugar and not controlling increased body weight. After intervention, in two posterior occasions, it was observed that displacement of most of the D and E beliefs situated in the beliefs system peryphery had occurred as preconized by Rokeach (1981). The beliefs in which the higher number of modifications occurred were related to physical activity and body weight. Persuasion is one more strategy to be used with the aim of influencing the change of beliefs.

As crenças constituem uma das variáveis que podem influenciar os comportamentos das pessoas. Este estudo objetivou avaliar o quanto um material didático pedagógico ( formatado em CD-ROM) baseado na teoria da persuasão de Fotheringham (1966) é capaz de modificar as crenças nos comportamentos de risco para doença coronariana. Realizamos um estudo quase experimental do tipo antes e depois numa cidade do interior de São Paulo. A amostra constituiu de 200 pessoas (50% homens e 50 % mulheres), com a seguinte caracterização: 36% com 45-59 anos de idade, 28% com o segundo grau completo, 35% com renda familiar de 2 salários mínimos, 44% com sobrepeso, 38,5% com colesterol alterado, 22,5% com circunferência abdominal elevada, 47% hipertensos e 22% com risco de desenvolver doença arterial coronariana. Foi realizado uma entrevista inicial (pré-teste) cujas falas foram categorizadas usando-se o modelo de Rokeach (1981). Foram identificadas 1297 crenças dos tipos B, C, D e E nos seguintes comportamentos: fumar, ingerir alimentos ricos em gordura em excesso, ingerir bebida alcoólica em excesso, não aliviar o estresse, não controlar níveis pressóricos altos, acrescentar sal em excesso aos alimentos, não controlar a diabetes e não dosar a glicemia, ingerir açúcar em excesso e não controlar o peso corporal excessivo. Após a intervenção, que constou da utilização de uma estratégia de comunicação persuasiva mediante o uso de um CD-ROM, foram feitas entrevistas em dois momentos posteriores. Observamos que ocorreu deslocamento da maioria das crenças do tipo D e E, que são consideradas por Rokeach (1981) como situadas na periferia do sistema de crenças. As crenças em que ocorreram o maior número de modificações foram as relacionadas com a atividade física e o peso corporal. / Beliefs are one of the variables which can influence the people´s behavior. The aim of this study was to evaluate to what extent a pedagogical didactic material (formatted in CD-ROM) based in the Fotheringham´s persuasion theory (1966) is capable to modify beliefs in risk behaviors concerning coronary disease. A quasi-experimental before/after type study was carried out in a São Paulo State city. The sample was made of 200 subjects (50% males and 50% females) with the following characteristics: 36% aged 45 to 59 years, 28% with secondary education; 35% with a 2 minimum salaries familial income, 44% overweighted, 38.5% with altered cholesterol levels, 22.5% with large abdominal girth, 47% hypertensive and 22% with risk of developing coronary artery disease. After the initial interview 1297 (B,C,D,E) type beliefs were identified in the following behaviors: smoking, excessive ingestion of fatty foods, alcoholic beverages in excess, not alleviating stress, not controlling high pressure levels, adding salt in excess to the food, not controlling diabetes and not determining glicemia, excessive ingestion of sugar and not controlling increased body weight. After intervention, in two posterior occasions, it was observed that displacement of most of the D and E beliefs situated in the beliefs system peryphery had occurred as preconized by Rokeach (1981). The beliefs in which the higher number of modifications occurred were related to physical activity and body weight. Persuasion is one more strategy to be used with the aim of influencing the change of beliefs.