計(jì)算機(jī)說服技術(shù)第1頁/共39頁2內(nèi)容提要一、計(jì)算機(jī)說服技術(shù)概覽二、計(jì)算機(jī)說服技術(shù)的三元概念框架三、計(jì)算機(jī)說服技術(shù)的其他議題四、計(jì)算機(jī)說服技術(shù)的六維學(xué)宇第2頁/共39頁3說服的定義說服（Persuasion）：努力改變?nèi)藗儜B(tài)度或/和行為的嘗試說服不同于強(qiáng)迫（Coercion）強(qiáng)迫意味著訴諸于暴力改變?nèi)藗兊男袨榉绞剑f服說強(qiáng)調(diào)受眾態(tài)度或/和行為的自愿改變說服不同于欺騙（Deception）說服著眼于長期效應(yīng)，而欺騙只圖一時(shí)之快第3頁/共39頁4計(jì)算機(jī)交互技術(shù)發(fā)展趨勢(shì)第4頁/共39頁5什么是計(jì)算機(jī)說服技術(shù)計(jì)算機(jī)說服技術(shù)聚焦于設(shè)計(jì)、研究和分析交互性計(jì)算機(jī)產(chǎn)品，以達(dá)到改變?nèi)藗儜B(tài)度或行為的目的(B.J.Fogg,1999)

CaptologyComputersasPersuasiveTechnologiesAbranchofstudy第5頁/共39頁6什么是計(jì)算機(jī)說服技術(shù)計(jì)算機(jī)說服技術(shù)是計(jì)算機(jī)交互技術(shù)與說服理念的結(jié)合第6頁/共39頁7計(jì)算機(jī)說服技術(shù)的優(yōu)勢(shì)相對(duì)于人類，計(jì)算機(jī)在說服方面的優(yōu)勢(shì)：持續(xù)性匿名性能夠儲(chǔ)存、訪問、處理大量數(shù)據(jù)多種方式呈現(xiàn)規(guī)?；涸谛缘?頁/共39頁8Captology:HCIorCMC?說服方式：與計(jì)算機(jī)交互還是通過計(jì)算機(jī)交互？human-computerinteraction(HCI)computer-mediatedcommunication(CMC)√×第8頁/共39頁9Captology:IntentionsorOutcomes?說服本源：基于意圖還是結(jié)果？Captologyfocusesonplannedpersuasiveeffectsoftechnology,notonsideeffects.Captologyfocusesonendogenous,or“built-in”persuasiveintent,notonexogenousintent.第9頁/共39頁10Captologylevel:macrosuasionandmicrosuasion說服的兩個(gè)層次：宏觀與微觀宏觀層次：說服與激發(fā)動(dòng)機(jī)是唯一目的微觀層次：擁有說服元素但游說并非全部意圖（微觀元素可以是對(duì)話框、圖標(biāo)或計(jì)算機(jī)與用戶間的交互模式）第10頁/共39頁11Captology的應(yīng)用領(lǐng)域DomainExampleapplicationPersuadesuserstoCommerceA’srecommendationsystemBuymorebooksandotherproductsEducation,learning,andtrainingCodeWarriorU.comEngageinactivitiesthatpromotelearninghowtowritecodeSafetyDrunkdrivingsimulatorAvoiddrivingundertheinfluenceofalcoholEnvironmentalPreservationSTakeactionagainstorganizationsthatpolluteOccupationaleffectiveness“InMySteps”VRsystemTreatcancerpatientswithmoreempathyPreventivehealthcareQQuitsmokingFitnessTectrixVRbikeExerciseandenjoyitDiseaseBronkithebronchiasaurusgameManageasthmamoremanagementeffectivelyPersonalfinanceFinancialECreateandadheretoaretirementplanCommunitycitizensinvolvement/activismCapitolAGetordinaryinvolvedinpublicaffairsPersonalrelationshipsCReconnectwithformerclassmatesPersonalmanagementandself-improvementMyGSetgoalsandtaketheneededstepstoachievethem第11頁/共39頁12Captology的三元概念框架三元概念框架從用戶的視角解釋計(jì)算機(jī)技術(shù)在說服中的不同角色以及所采用的不同策略：工具媒體社會(huì)參與者第12頁/共39頁13ComputersasPersuasiveTools作為說服工具，計(jì)算機(jī)交互產(chǎn)品通過目標(biāo)達(dá)成便利化來改變?nèi)藗兊膽B(tài)度或/和行為：簡化（Reduction）引導(dǎo)（Tunneling）定制（Tailoring）建議（Suggestion）自我監(jiān)控（Self-monitoring）監(jiān)督（Surveillance）條件作用（Conditioning）√第13頁/共39頁14ReductionTechnology:PersuadingthroughSimplifyingA–“oneclick”shoppingCapWizsimplifiestheprocessofwritingtoelectedofficials第14頁/共39頁15TunnelingTechnology:GuidedPersuasionSoftwareinstallation

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第15頁/共39頁16TailoringTechnology:PersuasionthroughCustomizationChemicalScorecard

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第16頁/共39頁17SuggestionTechnology:InterveningattheRightTimeSMART（SpeedMonitoringAwarenessandRadarTrailer）第17頁/共39頁18Self-MonitoringTechnology:TakingtheTediumOutofTrackingHeartratemonitorHelathyJumprope第18頁/共39頁19SurveillanceTechnology:PersuasionthroughObservation

AutoWatchHygieneGuard第19頁/共39頁20ConditioningTechnology:ReinforcingTargetBehaviorsTelecycleTreeL第20頁/共39頁21Principles：ComputersasPersuasiveToolsReduction–Usingcomputingtechnologytoreducecomplexbehaviortosimpletasksincreasesthebenefit/costratioofthebehaviorandinfluencesuserstoperformthebehaviorTunneling–UsingcomputertechnologytoguideusersthroughaprocessorexperienceprovidesopportunitiestopersuadealongthewayTailoring–Informationprovidedbycomputingtechnologywillbemorepersuasiveifitistailoredtoindividual’sneeds,interests,personality,usagecontext,orotherfactorsrelevanttotheindividualSuggestion-AcomputingtechnologywillhavegreaterpersuasivepowerifitofferssuggestionsatopportunemomentsSelf-Monitoring–ApplyingcomputingtechnologyfortrackingperformanceorstatushelpspeopletoachievepredeterminedgoalsoroutcomesSurveillance–Applyingcomputingtechnologytoobserveother’sbehaviorincreasesthelikelihoodofachievingadesiredoutcomeConditioning-Computingtechnologycanusepositivereinforcementtoshapecomplexbehaviorortransformexistingbehaviorsintohabits第21頁/共39頁22ComputersasPersuasiveMedia作為說服媒體，計(jì)算機(jī)交互產(chǎn)品主要通過友好的虛擬體驗(yàn)來改變?nèi)藗兊膽B(tài)度或/和行為：因果模擬（Cause-and-EffectSimulations）環(huán)境模擬（EnvironmentSimulations）對(duì)象模擬（ObjectSimulations）√第22頁/共39頁23Cause-and-EffectSimulation:SourcesofPersuasivePower因果模擬在支持虛擬體驗(yàn)方面的特點(diǎn)：用戶可在安全的環(huán)境中進(jìn)行實(shí)驗(yàn)和探索及時(shí)且明晰地揭示因果之間的關(guān)系微妙的說服，而非形式上的鼓吹第23頁/共39頁24因果模擬實(shí)例HIVRouletteRockett’sNewSchool

第24頁/共39頁25EnvironmentSimulations:CreatingSpacesforPersuasiveExperiences環(huán)境模擬在支持虛擬體驗(yàn)方面的特點(diǎn)：創(chuàng)生出可鼓勵(lì)和激勵(lì)人們達(dá)到目標(biāo)行為的情境，并支持虛擬演練避免用戶暴露在危險(xiǎn)的環(huán)境中在虛擬空間中對(duì)目標(biāo)行為的獎(jiǎng)勵(lì)可促使人們?cè)诂F(xiàn)實(shí)世界更加頻繁和有效地達(dá)成目的行為第25頁/共39頁26環(huán)境模擬實(shí)例LifeFitnessVRRowingMachine

TheTectrixVRBikeClickHealth’sBronkietheBronchiasaurusUsingSimulationtoOvercomePhobias

InMySteps

第26頁/共39頁27ObjectSimulations:ProvidingExperiencesinEverydayContexts對(duì)象模擬在支持虛擬體驗(yàn)方面的特點(diǎn)：切合并融入人們?nèi)粘Ｉ畹木趁}減少想象和由此導(dǎo)致的懷疑對(duì)態(tài)度和行為的影響更加直接第27頁/共39頁28對(duì)象模擬實(shí)例1—照顧嬰兒BabyThinkItOver第28頁/共39頁29對(duì)象模擬實(shí)例2—酒后駕車NeonDrunkDrivingSimulator第29頁/共39頁30ComputersasPersuasiveSocialActors作為社會(huì)參與者，計(jì)算機(jī)交互產(chǎn)品主要通過內(nèi)嵌的社會(huì)線索（SocialCue）來引發(fā)人們的社會(huì)性反應(yīng)，從而改變?nèi)藗兊膽B(tài)度或/和行為√第30頁/共39頁31社會(huì)線索的五種主要類型CueExamplesPhysicalFace,eyes,body,movementPsychologicalPreferences,humor,personality,feelings,empathy,“I’msorry”

LanguageInteractivelanguageuse,spokenlanguage,languagerecognitionSocialdynamicsTurntaking,cooperation,praiseforgoodwork,answeringquestions,reciprocitySocialrolesDoctor,teammate,opponent,teacher,pet,guide第31頁/共39頁32通過身體線索說服身體線索能夠暗示一種社會(huì)在場(chǎng)來創(chuàng)造說服的機(jī)會(huì)（例：模擬嬰兒）對(duì)用戶來說，視覺上更具吸引力的交互產(chǎn)品其說服效果也更加明顯Banana-Ramaslotmachine

第32頁/共39頁33通過心理線索說服計(jì)算機(jī)交互產(chǎn)品內(nèi)含的心理線索將使用戶產(chǎn)生下意識(shí)的推斷：它們具有感情、喜好、動(dòng)機(jī)和人格，總之它們具有心理例：對(duì)話框中簡單的一句話：“對(duì)不起，但是…”人們更容易被那些與他們某些方面相似的計(jì)算機(jī)交互產(chǎn)品所說服例：斯坦福大學(xué)的相似性研究—Similarity:PersonalityandAffiliation第33頁/共39頁34通過語言線索感化語言線索也能傳達(dá)社會(huì)在場(chǎng)并對(duì)用戶加以說服例：在線游戲的語言線索

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