1. Persuasive Experience: An experience that is created to change attitudes,
behaviors, or both.
2. Automated Structure: Digital technology structures the persuasive
experience.
3. Social Distribution: The persuasive experience is shared from one friend to
another.
4. Rapid Cycle: The persuasive experience can be distributed quickly from one
person to another.
5. Huge Social Graph: The persuasive experience can potentially reach
millions of people connected through social ties or structured interactions.
6. Measured Impact: The effect of the persuasive experience is observable by
users and creators.
Persuasive Experience
Mass Interpersonal Persuasion(MIP) focuses on changing people’s thoughts and behaviors, not simply amusing or informing them. So this is point number one: Success with MIP hinges on a
persuasive experience.
The persuasive experiences in MIP gain power by tapping into social influence
dynamics. As I see it, social influence is a broad area, with flexible boundaries and
competing ways to categorize influence strategies. MIP often uses these social influence strategies: compliance of many types (direct request, moral appeal, deceit, etc.), ingratiation as
outlined by E. E. Jones (giving compliments, conforming to others, presenting self,
and rendering favors), and group-level intrinsic motivators as defined by Lepper and
Malone (recognition, competition, and cooperation).
To understand specific cases of social influence in MIP, consider how invitations
work in Facebook. When a friend of mine on Facebook invites me to use a third-party
application, the Facebook system sends me a request. The app creators decide what
the text will say. Usually the message is simple. But the psychology is sometimes
sophisticated. For example, when a friend invited me to use the app called Lil Green
Patch on Facebook, I received the message below.
Here is a Strawberry plant for your Green Patch. Could you help me
by sending a plant back? Together we can fight Global Warming!
The three short sentences in the invitation text use the persuasive strategies of
pregiving, reciprocity, direct request, cooperation, altruism, and more.
Another successful application, Top Friends, used this invitation text:
Amber Phillips has added you as a Top Friend! Does Amber Phillips
make your Top Friends?
Again, a few words can put powerful persuasion dynamics into play, leveraging the
fact that this request usually comes from someone I know and trust.
On Facebook, users select the friends they want to invite, but the creators of
successful apps do not leave the persuasive experience to chance, even if it means
putting words in people’s mouths. That’s not a surprise. Without a successful
persuasive experience creators cannot achieve MIP.
Patterns of Persuasion on Facebook
Provoke and Retaliate
Facebook applications that use the Provoke and Retaliate pattern allow one user to take action on another user (one of their Facebook . For example, users can throw snowballs at, kiss, hug, and poke other users. These applications gain persuasive power from the norm of reciprocity. At times the reciprocity is emotionally positive, such as hugging, blessing, or kissing a on Facebook. The receiver of the gesture then has the social obligation to respond, following the norm of reciprocity.
Expression
The psychological drive to create artifacts that express identity, opinions, and affiliations is not new. Facebook gives people a new way to express themselves, tapping into this fundamental human motivation. As a result of our drive to express ourselves, Facebook and many applications on Facebook succeed.
Reveal and Compare
Reveal and Compare applications successfully persuade users through factors including reciprocity, cognitive dissonance, and the need to belong and social validation.
Group Exchange
The Facebook user is an actor shaped by the environment and audience trying to provide performance consistent with his or her goals. Impression management theorizes both that people are motivated to control how others see them and that they create their identities through interactions with others
Competition
The primary motivation for Competition applications is the same as the motivation for traditional games: the desire to satisfy the need for cognition. Individuals differ in cognitive motivation, and those who have high need for cognition enjoy cognitive activities and engage in them when given the chance. Since Facebook users often visit the site many times daily, games on Facebook offer a convenient way to satisfy this need.
These are obviously relevant for any app design, and so my list of factors grows bigger! And while I was at it, I found a few more insights. First and the most basic example of teaching, is to set a good example. If your mobile behaves well, when it notifies you, maybe talks in a decent language, it might inspire you to do the same. Like in the Social Mobile project which is an instrument mobile, you have to play to dial a number. This automatically prevents you from using the phone in a public space where you shouldn't be. By creating a difficult situation, it makes you stick to good manners. The Ideo project about the 'queuing' tried to change the perception/psychology of people to teach them that queuing is not that bad as its for a good cause and would earn them points. Intervention was used in the last Social Mobile project where a third person can intervene in a conversation where you are behaving badly. The visual language can be another factor that helps a person remember or relate to a certain guideline, maybe a striking, unconventional, visual style.
wow thats in depth
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