Persuasive Technology: Using Computers to Change What We Think and Do
Persuasive Technology: Using Computers to Change What We Think and Do
Digital television for all: user preferences and designers’ views on what would suit the user
ERCIM'02 Proceedings of the User interfaces for all 7th international conference on Universal access: theoretical perspectives, practice, and experience
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The advent of digital television technologies will rapidly expand viewer interaction with computer-mediated television. This paper reports on research demonstrating how new computer-mediated TV advertising models, including iTV microsites and telescopic ads, are superior to their linear counterparts. The authors argue that, in part, such superiority may result from the degree to which interactivity heightens mental engagement (facilitating a shift from peripheral to central message processing) and empowers viewer choice, thereby positively predisposing viewers to the persuasive content they encounter. The authors warn of potential negative fallout, however, where viewer expectations are not met. Although there might be potential 'distraction' effects associated with processing both video and interactive layered content, testing among college students demonstrated no adverse effects associated with such concurrent message processing. The opportunities associated with further research in this new arena of captology are explored.