Tailoring persuasive health games to gamer type

Persuasive games are an effective approach for motivating health behavior, and recent years have seen an increase in games designed for changing human behaviors or attitudes. However, these games are limited in two major ways: first, they are not based on theories of what motivates healthy behavior change. This makes it difficult to evaluate why a persuasive approach works. Second, most persuasive games treat players as a monolithic group. As an attempt to resolve these weaknesses, we conducted a large-scale survey of 642 gamers' eating habits and their associated determinants of healthy behavior to understand how health behavior relates to gamer type. We developed seven different models of healthy eating behavior for the gamer types identified by BrainHex. We then explored the differences between the models and created two approaches for effective persuasive game design based on our results. The first is a one-size-fits-all approach that will motivate the majority of the population, while not demotivating any players. The second is a personalized approach that will best motivate a particular type of gamer. Finally, to make our approaches actionable in persuasive game design, we map common game mechanics to the determinants of healthy behavior

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

Does Tailoring Gamified Educational Systems Matter? The Impact on Students\u27 Flow Experience

Recent research has shown that using gamification can prone to impact negatively on the motivation of students in educational systems. One of the reasons is that people are motivated or demotivated by different gamification elements according to their gamer type . Thus, one of the main challenges in this field is to tailor gamified educational systems based on the students\u27 gamer type and investigate if this kind of system presents better results than the counter-tailored gamified educational systems. This paper aims to investigate the effects of a tailored gamified educational system based on gamer type in terms of students\u27 flow experience. We conducted an experiment with 121 Brazilian elementary school students comparing a tailored version against a counter-tailored version of a gamified educational system in terms of students\u27 flow experience. The main results indicate that there is no significant difference in terms of students\u27 flow experience, surprising and contradicting recent important studies in this field

The enemy within:designing a cell-based gameplay system for cancer education

This paper outlines the design and preliminary evaluation of The Enemy Within, a browser-based game produced to raise awareness of the nature of cancer as a progressive disease. Aimed at high school and young adult audiences, the ambition with the game is to make visible to players the myriad ways in which healthy cells can mutate and ultimately inherit hallmarks of cancer, whilst also demonstrating how both real-world behaviours and underlying genetics impact both positively and negatively on cell health

Understanding Personalization for Health Behavior Change Applications: A Review and Future Directions

Health behavior change (HBC) applications hold much promise for promoting healthy lifestyles, such as enhancing physical activity (PA), diet, and sleep. Incorporating personalization strategies is seen as key to designing effective HBC applications. However, researchers and application designers lack knowledge about the different kinds of personalization strategies, how to implement them, and what strategies work. Thus, we reviewed prior empirical studies on personalization for HBC applications and developed a framework to synthesize the prior studies we identified and to provide an integrative view of the personalization strategies, their inputs, and outcomes. Our findings suggest that researchers have much potential to conduct design research that employs demographic and contextual characteristics for personalization and that examines personalization strategies that target HBC applications’ interface and channels. In terms of implementation and adoption, we call for researchers to examine unaddressed issues such as low adherence and contextual barriers for these applications. We also suggest that researchers need to systematically examine the effects of specific personalization strategies on their efficacy. Other than providing an integrative view of extant studies, our study contributes by outlining key directions for future research in this area

Personalization in Serious and Persuasive Games and Gamified Interactions

© Lennart Nacke, 2015. This is the author’s version of the work. It is posted here for your personal use. Not for redistribution. The definitive version was published in CHI PLAY '15 Proceedings of the 2015 Annual Symposium on Computer-Human Interaction in Play, https://doi.org/10.1145/2793107.2810260Serious and persuasive games and gamified interactions have become popular in the last years, especially in the realm of behavior change support systems. They have been used as tools to support and influence human behavior in a variety of fields, such as health, sustainability, education, and security. It has been shown that personalized serious and persuasive games and gamified interactions can increase effectivity of supporting behavior change compared to "one-size-fits all"-systems. However, how serious games and gamified interactions can be personalized, which factors can be used to personalize (e.g. personality, gender, persuadability, player types, gamification user types, states, contextual/situational variables), what effect personalization has (e.g. on player/user experience) and whether there is any return on investment is still largely unexplored. This full-day workshop aims at bringing together the academic and industrial community as well as the gaming and gamification community to jointly explore these topics and define a future roadmap.Österreichische ForschungsförderungsgesellschaftPeer-reviewe

Factors to Consider for Tailored Gamification

International audienceGamification is widely used to foster user motivation. Recent studies show that users can be more or less receptive to different game elements, based on their personality or player profile. Consequently, recent work on tailored gamification tries to identify links between user types and motivating game elements. However findings are very heterogeneous due to different contexts, different typologies to characterize users, and different implementations of game elements. Our work seeks to obtain more generalizable findings in order to identify the main factors that will support design choices when tailoring gamification to users' profiles and provide designers with concrete recommendations for designing tailored gamification systems. For this purpose, we ran a crowdsourced study with 300 participants to identify the motivational impact of game elements. Our study differs from previous work in three ways: first, it is independent from a specific user activity and domain; second, it considers three user typologies; and third, it clearly distinguishes motivational strategies and their implementation using multiple different game elements. Our results reveal that (1) different implementations of a same motivational strategy have different impacts on motivation, (2) dominant user type is not sufficient to differentiate users according to their preferences for game elements, (3) Hexad is the most appropriate user typology for tailored gamification and (4) the motiva-tional impact of certain game elements varies with the user activity or the domain of gamified systems

Does Gamified Educational Systems Change Students’ Learning Behaviors? A Case Study with Postgraduate Students

In the last few years, gamification studies have increased in the field of education and digital technologies, showing different results on the use of gamified educational systems in relation to students’ learning aspects. These studies, however, often keep the focus on quantitative or qualitative approaches directly related to student learning, without considering students’ perceptions of the gamification design and how the gamification design aspects of the system can influence positively the students’ behavior change. Therefore, this study compared a gamified with a non-gamified version of an educational system, through a mixed (quantitative and qualitative) approach to identify if gamified educational systems are better than non-gamified educational systems to provide positive students’ learning behavior change. The results confirmed that the gamified educational system was more effective than the non-gamified system

Using tailoring to increase the effectiveness of a persuasive game-based training for novel technologies

A vast majority of people with motor disabilities cannot be part of the today's digital society, due to the difficulties they face in using conventional interfaces (i.e., mouse and keyboard) for computer operation. The MAMEM project aims at facilitating the social inclusion of these people by developing a technology that allows computer operation, solely by using the eyes and mind. However, training is one of the key factors affecting the users' technology acceptance. Game-based computer training including persuasive strategies could be an effective way to influence user beliefs and behaviors regarding a novel system. Tailoring these strategies to an individual level is a promising way to increase the effectiveness of a persuasive game. In the current paper, we briefly discuss the theoretical development of a persuasive game-based training for the MAMEM technology, as well as how we used tailored communication strategies to further enhance user technology acceptance. The development of such a tailored persuasive game will be essential for increasing acceptance and usage of assistive technology but also for the scientific insights in personalization of persuasion.</p