Designing Culture-Tailored Persuasive Technology to Promote Physical Activity

Physical inactivity has been recognized as one of the leading risk factors that account for cardiovascular disease, type-2 diabetes, stroke, hypertension, etc., with the World Health Organization labeling it as the fourth leading risk factor for global mortality. Research has shown that persuasive technology (PT) can be leveraged as a motivational/supportive tool in tackling the physical-inactivity problem. In particular, research shows that persuasive health applications (PHAs) are more likely to be effective if they are theory-driven and tailored to the target audience. Yet, most existing PHAs on the market are neither theory-driven nor tailored to the target audience. Rather, their designers often employ a one-size-fits-all approach. This makes it difficult to know what design decisions are effective or ineffective among a given target audience. To bridge this gap, I proposed a framework, called the “EMVE-DeCK Framework,” grounded in Bandura’s Triad of Reciprocal Determinism, for designing, implementing and evaluating tailored PT interventions. Basically, the EMVE-DeCK Framework employs “Theory” and “Technology” to explain and change “Behavior.” Moreover, research shows that culture can be leveraged as a personalization mechanism for tailoring PHAs to the target users to make them more effective. However, there is limited cross-cultural research—grounded in theory and empirical evidence—on the effectiveness of culture-based tailoring, especially comparative studies involving understudied populations in the PT research landscape. Hence, using the Hofstede’s cultural framework (individualism vs. collectivism), Social Cognitive Theory, Technology Acceptance Model and the EMVE-DeCK Framework, I conducted a number of comparative studies to understand the culture-specific determinants of physical-activity behavior and the acceptance of a proposed PHA. I used the findings to inform the design, implementation and evaluation of two versions of a fitness app called BEN’FIT—personal version (PV) and social version (SV)—aimed to motivate bodyweight exercise at home. In this dissertation, using the EMVE-DeCK Framework and Canada/United States (individualist culture) and Nigeria (collectivist culture) as a case study, I describe: (1) the cross-cultural user studies and empirical findings that informed the PT intervention; (2) the design and implementation of the culture-tailored PHA; and (3) the evaluation of the overall and culture-tailoring effectiveness of the PHA in a field setting. Finally, based on empirical evidence, I present a set of validated PT design guidelines in the field for designing and tailoring PHAs to users in the individualist and collectivist cultures. This dissertation makes three major contributions to PT research in the Human-Computer-Interaction domain. Firstly, it demonstrates how theory and culture can be employed in the design and development of PT interventions to motivate behavior change. Secondly, it reveals and validates in the field how the individualist and collectivist cultures fundamentally differ in their motivational mechanism of behavior change. Thirdly, it provides an in-the-field validated PT design guidelines for developing tailored PHAs for the two main types of culture. In the physical-activity domain, the dissertation is the first to conduct a theory-driven, in-the-field cross-cultural PT research that focuses on an understudied population from Africa (Nigeria) and compare its findings with those of a widely studied population from North America (Canada/United States)

Designing Culture-Tailored Persuasive Technology to Promote Physical Activity

Physical inactivity has been recognized as one of the leading risk factors that account for cardiovascular disease, type-2 diabetes, stroke, hypertension, etc., with the World Health Organization labeling it as the fourth leading risk factor for global mortality. Research has shown that persuasive technology (PT) can be leveraged as a motivational/supportive tool in tackling the physical-inactivity problem. In particular, research shows that persuasive health applications (PHAs) are more likely to be effective if they are theorydriven and tailored to the target audience. Yet, most existing PHAs on the market are neither theory-driven nor tailored to the target audience. Rather, their designers often employ a one-size- fits-all approach. This makes it difficult to know what design decisions are effective or ineffective among a given target audience. To bridge this gap, I proposed a framework, called the "EMVE-DeCK Framework," grounded in Bandura's Triad of Reciprocal Determinism, for designing, implementing and evaluating tailored PT interventions. Basically, the EMVE-DeCK Framework employs "Theory" and "Technology" to explain and change "Behavior." Moreover, research shows that culture can be leveraged as a personalization mechanism for tailoring PHAs to the target users to make them more effective. However, there is limited cross-cultural research|grounded in theory and empirical evidence|on the effectiveness of culture-based tailoring, especially comparative studies involving understudied populations in the PT research landscape. Hence, using the Hofstede's cultural framework (individualism vs. collectivism), Social Cognitive Theory, Technology Acceptance Model and the EMVE-DeCK Framework, I conducted a number of comparative studies to understand the culture-speci c determinants of physical-activity behavior and the acceptance of a proposed PHA. I used the ndings to inform the design, implementation and evaluation of two versions of a tness app called BEN'FIT - personal version (PV) and social version (SV) - aimed to motivate bodyweight exercise at home. In this dissertation, using the EMVE-DeCK Framework and Canada/United States (individualist culture) and Nigeria (collectivist culture) as a case study, I describe: (1) the cross-cultural user studies and empirical f indings that informed the PT intervention; (2) the design and implementation of the culture-tailored PHA; (3) the evaluation of the overall and culture-tailoring e ectiveness of the PHA in a eld setting. Finally, based on empirical evidence, I present a set of validated PT design guidelines in the eld for designing and tailoring PHAs to users in the individualist and collectivist cultures. This dissertation makes three major contributions to PT research in the Human-Computer-Interaction domain. Firstly, it demonstrates how theory and culture can be employed in the design and development of PT interventions to motivate behavior change. Secondly, it reveals and validates in the eld how the individualist and collectivist cultures fundamentally differ in their motivational mechanism of behavior change. Thirdly, it provides an in-the- field validates PT design guidelines for developing tailored PHAs for the two main types of culture. In the physical-activity domain, the dissertation is the rst to conduct a theory-driven, in-the-fi eld cross-cultural PT research that focuses on an understudied population from Africa (Nigeria) and compare its ndings with those of a widely studied population from North America (Canada/United States)

DESIGN FOR BEHAVIOUR CHANGE: A MODEL-DRIVEN APPROACH FOR TAILORING PERSUASIVE TECHNOLOGIES

People generally want to engage in a healthy lifestyle, to live in harmony with the environment, to contribute to social causes, and to avoid behaviours that are harmful for themselves and others. However, people often find it difficult to motivate themselves to engage in these beneficial behaviours. Even adopting a healthy lifestyle, such as healthy eating, physical activity, or smoking cessation, is hard despite being aware of the benefits. The increasing adoption and integration of technologies into our daily lives present unique opportunities to assist individuals to adopt healthy behaviours using technology. As a result, research on how to use technology to motivate health behaviour change has attracted the attention of both researchers and health practitioners. Technology designed for the purpose of bringing about desirable behaviour and attitude changes is referred to as Persuasive Technology (PT). Over the past decade, several PTs have been developed to motivate healthy behaviour, including helping people with addictive behaviour such as substance abuse, assisting individuals to achieve personal wellness, helping people manage diseases, and engaging people in preventive behaviours. Most of these PTs take a one-size-fits-all design approach. However, people differ in their motivation and beliefs about health and what constitutes a healthy life. A technology that motivates one type of person to change her behaviour may actually deter behaviour change for another type of person. As a result, existing PTs that are based on the one-size-fits-all approach may not be effective for promoting healthy behaviour change for most people. Because of the motivational pull that games offer, many PTs deliver their intervention in the form of games. This type of game-based PTs are referred to as persuasive games. Considering the increasing interest in delivering PT as a game, this dissertation uses persuasive games as a case study to illustrate the danger of applying the one-size-fits-all approach, the value and importance of tailoring PT, and to propose an approach for tailoring PTs to increase their efficacy. To address the problem that most existing PTs employ the one-size-fits-all design approach, I developed the Model-driven Persuasive Technology (MPT) design approach for tailoring PTs to various user types. The MPT is based on studying and modelling user’s behaviour with respect to their motivations. I developed the MPT approach in two preliminary studies (N = 221, N = 554) that model the determinants of healthy eating for people from different cultures, of different ages, and of both genders. I then applied the MPT approach in two large-scale studies to develop models for tailoring persuasive games to various gamer types. In the first study (N = 642), I examine eating behaviours and associated determinants, using the Health Belief Model. Using data from the study, I modelled the determinants of healthy eating behaviour for various gamer types. In the second study (N = 1108), I examined the persuasiveness of PT design strategies and developed models for tailoring the strategies to various gamer types. Behavioural determinants and PT design strategies are the two fundamental building blocks that drive PT interventions. The models revealed that some strategies were more effective for particular gamer types, thus, providing guidelines for tailoring persuasive games to various gamer types. To show the feasibility of the MPT design approach, I applied the model to design and develop two versions of a Model-driven Persuasive Game (MPG) targeting two distinct gamer types. To demonstrate the importance of tailoring persuasive games using the MPG approach, I conducted a large-scale evaluation (N = 802) of the two versions of the game and compared the efficacy of the tailored, contra-tailored, and the one-size-fits-all persuasive games condition with respect to their ability to promote positive changes in attitude, self-efficacy, and intention. To also demonstrate that the tailored MPG games inspire better play experience than the one-size-fits-all and the contra-tailored persuasive games, I measure the gamers’ perceived enjoyment and competence under the different game conditions. The results of the evaluation showed that while PTs can be effective for promoting healthy behaviour in terms of attitude, self-efficacy, and intention, the effectiveness of persuasion depends on using the right choice of persuasive strategy for each gamer type. The results showed that one size does not fit all and answered my overarching research question of whether there is a value in tailoring PT to an individual or group. The answer is that persuasive health interventions are more effective if they are tailored to the user types under consideration and that not tailoring PTs could be detrimental to behaviour change

Hibi no seikatsu ni tokekomi seikatsu no shitsu o kojo saseru sofutowea no tame no furemuwaku

制度:新 ; 報告番号:甲3287号 ; 学位の種類:博士(工学) ; 授与年月日:2011/2/25 ; 早大学位記番号:新559

Stop sending me messages!: The negative impact of persuasive messages on green transportation

Persuasive information and communication technology has been used to persuade people to choose fuel-efficient transportation (i.e., green transportation), for example, by sending messages to the public. Many factors may influence the effect of such messages. In this exploratory we report a social experiment, in which participants received persuasive messages from social and non-social approaches. To our surprise, results seem to show a negative impact on green transportation, meaning participants receiving the messages used less green transportation modes. This suggests that messages may not be as an effective way to persuade the public as many organizations’ practice assumes and other persuasive techniques such as real-time feedback and awareness raising techniques may be needed in causing the desired changes

Dramatistic User Experience Design: The Usability Testing of an e-Government System in A Non-Western Setting

This dissertation investigates rhetorical situatedness as a factor that culturally designates users’ motives in adopting a new technology. The application of Kenneth Burke’s dramatism extends the discussion about the situation where an interaction takes place to include acting and meaning-making in Non-Western settings as contextual and situated. This expansion is essential to reinforce the understanding of how cultural contexts impact users’ motives, specifically users from Non-Western settings, to adopt a technology. The traditional Human-Computer Interaction (HCI) research stresses mechanical and technical aspects between a user (agent) and a technology device (agency) in order to reduce user errors. This approach isolates the rhetorical situation of interaction in a computer interface, thus eliding the cultural situatedness by regarding the situation as something fixed, such as in a laboratory. Adding a cultural context provides a fuller picture of this interaction. Using a civic records online system called e-Lampid, which is administered by Surabaya City Government in Indonesia as a case study, I discover five elements of situatedness that contribute significantly to weave acting and meaning-making into a culturally informed interaction. User motives are shaped by internal and external situations that are collective, local, and both onsite and off. Dramatism is a tool for analysis and production that prioritizes cultural awareness. Dramatistic User Experience (UX) design offers analytical, comprehensive, and systematic perspectives on the design process. Dramatistic UX integrates three different approaches: usability testing, rhetorical awareness of situations, and needs analysis. The synergy of dramatism, user experience, and design thinking provides a holistic approach to construct a rhetorically grounded and culturally contingent user experience design

Using Gamification to Support Positive Health Behaviour Change: A Kaupapa Māori Approach

As our lives become increasingly technology-dependent, healthcare practitioners and researchers recognise the opportunities to deliver effective digital healthcare initiatives to improve patient outcomes. Gamification is one such technological approach to consider. While some important work has been done in gamification, to date, there have been few gamified healthy lifestyle intervention studies undertaken within an Indigenous or minority population. Therefore, this research extends the current knowledge of gamification with a focus on an Indigenous population. Māori are the Indigenous People of New Zealand, and as in many other colonised countries, Māori are over-represented in obesity statistics; a factor which contributes to significant health inequities, such as a higher incidence of chronic illness among Māori people. Gamification may be an effective means of supporting positive lifestyle choices (e.g., increased physical activity) to reduce the prevalence of chronic illness. This research takes a Kaupapa Māori approach to address the research question: How can gamification support positive health behaviour change? Kaupapa Māori is a philosophical Māori-centric approach that ensures tino rangatiratanga (the right to self-determination). The research approach follows Māori tikanga (customary practices) and recognises the importance of Te Reo Māori (Māori language) and Te Ao Māori (a Māori worldview). This research followed a design science research (DSR) process and consisted of two phases: Phase One was a prototype design phase, and Phase Two evaluated the prototype. Phase One involved a series of co-design hui (focus groups) to explore the social context and health aspirations of Māori and to ideate potential solutions. Phase One found that normative beliefs strongly influence effective gamification design preference for Māori and that culturally-tailored design is effective for Māori; a notion that contradicts previous Western-oriented gamification implementations. Phase Two consisted of a cross-sectional survey and regression analysis to evaluate the prototype designed during Phase One. Major findings from Phase Two show that three critical factors predict whether Māori users would use the gamified intervention: Perceived Ease-of-Use; Māori-Centric Design; and the use of Whakataetae (competitive) persuasive design strategies. This research contributes to gamification literature by identifying the gamification elements that most significantly impact behavioural intention toward gamified health applications for Māori; knowledge that may be transferable to other Indigenous populations. The importance of implementing a competitive strategy contradicts previous literature on collectivist cultures and guides the development of future gamified interventions. This research also contributes to theoretical and practical knowledge by demonstrating that effective persuasive strategies are not universal; Māori-centric design is a self-determined approach that keeps the needs of the target audience central to the design of a solution. This research provides theory-driven practical guidelines for design processes and design decisions that are driven by the needs and aspirations of Māori

Survivance Among Social Impact Games

Studying social impact games can result in many outcomes, such as awareness or action around a social issue. Research can help inform best practices for the design process, strategies for reaching players, game mechanics for aligning with social impact outcomes, and methods for identifying the impact of the game on players and the wider community. One such research project is Survivance (http://www.survivance.org)—a social impact game that addresses healing from intergenerational historical trauma experienced by Indigenous communities. Survivance was designed collaboratively with Indigenous game designer/researcher Elizabeth LaPensée and the non-profit organization Wisdom of the Elders, Inc. This paper seeks to contextualize the area of social impact games within the Games for Change movement, compare perspectives on social impact games, and create connections and comparisons with Survivance

Altruism and culture as drivers for circular economy engagement

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceCircular Economy (CE) is posited as a solution to the rise of environmental impact with economic prosperity by introducing alternative systems of production, consumption and disposal. The recent attention that this holistic framework has been gaining on government implementation policies and businesses structures is due to a significant amount of successful projects already implemented around the world and data driven information supporting CE practices as effective and attainable on a global scale. Consumer engagement is considered one of the key challenges that Circular Economy has been facing to achieve a higher level of implementation. To understand consumer’s motivations, to adopt distinct forms of consumption not only on the purchase phase but also on using and discarding products is the central objective of this research. The present work aims to consider previous studies of culture, altruism and need for social status as dimensions that were proved to predict, motivate and supports consumer’s action towards sustainability; understanding cultural orientation effects on altruism (pure and competitive) and need for social status, proposing a match between pure altruism and circular economy engagement. The findings indicate that people with horizontal collectivism cultural orientation will be motivated by pure altruism and individuals with vertical individualism cultural orientation will be motivated by competitive altruism. Furthermore, that pure altruism motivation will drive circular economy engagement. By combining identity goals and consumer’s motivation for engaging in a circular economy we contribute with knowledge for the elaboration of strategies and public policies for enhancing and stimulating circular economy acceptance on a consumer’s perspective