Normative social influence in persuasive technology: intensity versus effectiveness

Authors:
Thijs Waardenburg;Robbert Winkel;Maarten H. Lamers
Affiliations:
Media Technology group, LIACS, Leiden University, The Netherlands,Utrecht University of Applied Sciences, Utrecht, The Netherlands;Media Technology group, LIACS, Leiden University, The Netherlands,The Hague University of Applied Sciences, The Hague, The Netherlands;Media Technology group, LIACS, Leiden University, The Netherlands
Venue:
PERSUASIVE'12 Proceedings of the 7th international conference on Persuasive Technology: design for health and safety
Year:
2012

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Abstract

It has been established that normative social influence can be used effectively in persuasive technology. However, it is unknown whether the application of more social pressure makes it more effective. To test this hypothesis, a quantitative experiment was conducted on the online social network Facebook. Although evidence to support the hypothesis was found, it cannot be concluded from this experiment that more intense persuasion is more effective, when utilizing normative social influence in persuasive technology.