Macrosuasion & Mircosuasion
Macrosuasion: A term for processes (especially computer-mediated processes) which have a general persuasive purpose, and which have been developed or initiated for that very purpose. Sometimes also used to designate the result of such processes. This is preferable for behaviour change (campaigns).
Systems design primarily with persuasion in mind.
Examples: Baby think it over (computer-doll that simulates how hard it is to care for a baby.
The hole point it to change the behaviour.
Microsuasion: A term for persuasive techniques (especially computerized techniques) that can be used in the course of an overall process, which may or may not be cases of macrosuasion (qv.). Sometimes also used to designate the result of such techniques.
Products created for purpose other than persuasion for example, improving productivity, communication, entertainment. Yet with elements of persuasion built into the UX in dialogue for example: reward systems, visual element etc. Other examples: Shareware payment Nag Box eg Wikipedia, Ebay feedback means people behave better. Elements of persuasion
Strategies for persuasion:
- Reciprocation Gift reciprocity the receive has an obligation to return it (potlatch)
- Concessions Rejection of a large request increases likeihood or acceding to smaller request
- Consistency Making public comment to future behaviour or to a position that subsequent action is require in support of.
- Social Validation Action in conformance with substantial number of other is likely. The power of brands / bestsellers. Beware of negative consequences in publicity material
- Liking If you like someone you are more like to go with what they say. Likelihood of agreement with someone who is ‘liked’ is increased. - Take advantage of real or simulate friendship - Physical attractiveness / sex sells - Paying complements and flattery - Siding with the ‘mark’ against a third party
- Authority Appearance of authority increased the likelihood of compliances - May be validly based on appraisal of expertise - May be simulated by co-opting the symbols of authority
Eg Milgram - 65% (26 of 40) subjects administer the experiment’s final 450-volt shock
https://www.youtube.com/watch?v=fCVlI-_4GZQ
- Scarcity Limited availability increases the perceived attractiveness - The exclusive offer - When it’s gone it’s gone - Time-limited availability - deadlines Wired-in social rules (for software)
Repay favours
Behaving consistently
Follow the lead of simiar others
Favour the requests of those we like
Heed legitimate authorities
Value scarce resources