Media Technology MSc

Normative Social Influence in Persuasive Technology: Intensity versus Effectiveness


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.

Reference

Thijs Waardenburg, Robbert Winkel, and Maarten H. Lamers, Normative Social Influence in Persuasive Technology: Intensity versus Effectiveness. In: M. Bang and E.L. Ragnemalm (Eds.): PERSUASIVE 2012, LNCS 7284, pp 145-156. Springer (2012).

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