The importance of experience

Computers can shape attitudes and behaviours providing computer simulated experiences. (Fogg, B.J., 2003) Simulation, or the representation of a real life situation in a computer program, has multiple applications and forms. From the persuasive point of view, technological elements are less important than what the user actually experiences, but is important to highlight that often people are influenced not by information itself, but by how it is presented (Fogg, B.J., 2003) and there are evidences that multimedia technology with its use of video, audio and graphics is more engaging than other conventional media and facilitates cognitive focus (Din, F.S and Calao, J., 2001). 

All simulations have something in common: experience. 

According to Fogg, “when it comes to persuasion, experience makes a difference” (Fogg, B.J., 2003, P82). 

Other authors have also argued the importance of experience: According to Redd, in our culture second-hand experience in which information is selected, modified and packaged, has become so dominant that primary experience is endangered and he calls for a better balance between firsthand and second-hand experience, because primary experience is our most basic way of understanding reality and learning for ourselves (Redd, E.S, 1996). 

The experiential learning theory remarks the importance of experience in learning and means that understanding is not a matter of memorising concepts or second-hand experience as Reeds says. Rather, humans understand best when they can simulate an experience in a way that they can be prepared for accomplishing their goals. (Barsalou, 1999; Clark, 1997; Glenberg & Robertson,1999 in Gee, J.P, 2007). D.Kolb’s learning model reflects a spiral of learning that usually starts from a concrete experience: http://www.businessballs.com/images/kolb's_learning_styles_businessballs.jpg

Persuasive technology, an introduction

Persuasive technology is defined as any ‘interactive computing system designed to change people’s attitudes and behaviors.’(Fogg, B.J., 2003). In his definition Fogg refers mainly to interactive computing systems such as software, websites and mobile applications.

Persuasive technology can be categorized as an application of design with intent method (Dan Lockton, David Harrison, Neville A. Stanton, 2010), that provides a broader vision of persuasion through design. The authors define Design with Intent (DwI) as ‘design intended to influence or result in certain user behavior’. DwI method can be applied in different fields such as architecture, graphic design, product design, ergonomics and software applications among others.

DwI method was born with the objective of influencing user behavior to reduce the environmental impact of products which consume resources during use (Dan Lockton, David Harrison, Neville A. Stanton, 2010). The importance of users’ behavior and decisions in environment impact is highlighted not just by academics, see for instances UK Government’s Stern Review (Stern, 2007), where behavior change is mentioned as a priority in this field,  but also by governments and philosophers (Curren, 2009).