=Paper=
{{Paper
|id=Vol-1618/EvalUMAP_paper_3
|storemode=property
|title=Evaluating Persuasive Systems Using the PSD Framework
|pdfUrl=https://ceur-ws.org/Vol-1618/EvalUMAP_paper_3.pdf
|volume=Vol-1618
|authors=Ifeoma Adaji, Julita Vassileva
|dblpUrl=https://dblp.org/rec/conf/um/AdajiV16a
}}
==Evaluating Persuasive Systems Using the PSD Framework==
https://ceur-ws.org/Vol-1618/EvalUMAP_paper_3.pdf
Evaluating Persuasive Systems Using the PSD Framework
Ifeoma Adaji Julita Vassileva
Department of Computer Science Department of Computer Science
University of Saskatchewan University of Saskatchewan
Saskatoon, Canada Saskatoon, Canada
ita811@mail.usask.ca jiv@cs.usask.ca
4 Persuasion is often incremental
ABSTRACT
The Persuasive Systems Design (PSD) is a framework for 5 Persuasion through persuasive systems should always be
developing and evaluating persuasive systems. Despite its open
extensive use as a guide for developing persuasive systems, its use
as an evaluation tool for persuasive systems is yet to be exploited. 6 Persuasive systems should aim at un-obstructiveness
In this paper, we review the PSD framework and use it to evaluate 7 Persuasive systems should aim at being both useful and
the persuasiveness of Netflix. We were able to identify at least one easy to use
implementation of all the persuasive principles of the PSD
framework.
2.2 Analyzing the Persuasion Context
Keywords According to the PSD framework, for a system to be persuasive,
Persuasive systems; PSD; evaluation the persuasion process has to be analyzed in the use context;
understanding the role of the persuader, the persuadee, what
1. INTRODUCTION message is being communicated, the channel of communication
There is currently extensive research on the use of technology to and in what context the message is being used. In addition,
change people’s behavior and attitude without coercion, referred to persuasive systems should also analyze the user context. This
as persuasive technology [1]. These research include the use of includes analyzing the user’s needs, interests, motivations, abilities,
adaptive persuasive systems to increase the effects of persuasion, persistence to change and personality among others.
such as [2]. There is however limited research on how to evaluate
these persuasive systems. This paper reviews an evaluation 2.3 Design of System Features
framework for persuasive systems; the Persuasive Systems Design This phase of the PSD model describes the design principles that
(PSD) framework. This framework comprises of persuasive should be considered when designing or evaluating persuasive
principles that could be used to develop and implement strategies systems. There are 28 principles categorized into four groups based
that encourage personalization and adaptation to user preferences. on the task the principle is set to accomplish. The principles and
We evaluated Netflix as a persuasive system using the PSD model. their respective categories are described in table 2.
2. PERSUASIVE SYSTEMS DESIGN (PSD) Table 2. Postulates of the PSD framework
Primary Dialogue Social System
FRAMEWORK Task Support Support Credibility
The PSD framework is a framework for designing an evaluating Support Support
persuasive systems [3]. It explains the content and functionalities
expected in a persuasive system and how a system’s design Reduction Praise Social Trustworthiness
principles can be converted to software requirements and then learning
implemented as features of the system. [3]. The PSD framework
comprises of three phases which should be considered in designing Tunneling Rewards Social Expertise
and evaluating persuasive systems: 1) understanding key issues comparison
behind persuasive systems, 2) analyzing the persuasion context and Tailoring Reminders Normative Surface
3) design of system features. influence credibility
2.1 Understanding Key Issues Behind Personalizatio Suggestion Social Real-world
Persuasive Systems n facilitation feel
This phase of the PSD model describes seven postulates that should Self- Similarity Cooperation Authority
be addressed in the design or evaluation of a persuasive system. monitoring
These postulates are listed in table 1.
Simulation Liking Competition Third-party
Table 1. Postulates of the PSD framework endorsement
Postulates
Rehearsal Social role Recognition Verifiability
1 Information technology is never neutral
2 People like their views about the world to be organized 3. Netflix As A Persuasive System
and consistent Netflix is an acclaimed leading online television network that
provides TV shows and movies to its clients for a fee with over 81
3 Direct and indirect routes are key persuasion strategies
million viewers in over 190 countries [4]. We chose Netflix as our
case study because of its popularity among users. Due to space
constraints, of the three phases of evaluating a persuasive system Systems that offer praise
using the PSD framework (described in section 2), we only can be more persuasive
described our findings from the third phase, design of system than those that do not
features. Of the four categories in this phase, we studied the first
two; primary task support and dialogue support categories. We Rewards Netflix rewards its new users with
present these findings in the following section. Persuasive systems a free one month trial.
should offer rewards to
3.1 Primary Task Support Category encourage users to keep
Principles in this category support users in carrying out their carrying out their target
primary tasks in a system. We were able to identify behavior
implementations of all seven principles in this category. Table 3
shows the result of our review of Netflix using the persuasive Reminders Netflix emails its users when new
principles in this category. Systems that remind movies are added to the system.
users of their target Netflix also reminds users to rate
Table 3. Analysis of Netflix using Primary Task Support behavior are likely to be and review a movie right after
Principles more persuasive watching to improve future
Persuasive principles Implementation in Netflix recommendations.
and their definition Suggestion Netflix offers movie suggestions to
Persuasive systems users in various categories like
Reduction Users can register and login with should offer suggestions popular on Netflix, trending now,
Reducing a complex their Facebook accounts instead of to users Netflix originals, top picks for you.
task into smaller ones filling out a registration form
Similarity Users can create and personalize
Tunneling Option to rate a movie after A persuasive system their profiles so that movie
Guiding a user through watching with suggestions of what should behave similarly recommendations are as close to
a process while to watch next to its users. the user’s preferences as possible.
persuading the user
along the way Liking The appeal of Netflix to users is
Tailoring Users can tailor and personalize Systems that appeal to subjective and can only be
Adapt information to movie suggestions to suit their needs the user are likely more determined through a user study,
specific user groups from their profile page. Hence persuasive but it`s high customer base could
Personalization Netflix adapts to fit users individual be an indication of its appeal.
Persuasive systems preferences and choices ensuring Social role Netflix has a life chat session to
should offer that users with different movie Persuasive systems support users that need help.
personalized content to preferences do not receive the same should take up a social
individuals movie suggestions role.
Self –monitoring Users can track what movies they
Persuasive systems have viewed previously, their 4. CONCLUSION
should enable users to viewing activity, ratings and Though persuasive technology is widely used, there has been little
monitor their reviews they have written in the past research on evaluating persuasive systems. This paper reviews the
performance or Persuasive Systems Design (PSD) framework, a framework for
progress developing and evaluating persuasive systems. This framework
Simulation Netflix gives potential customers a comprises of persuasive principles that could be used to develop
Persuasive systems one month free trial period where and implement strategies that encourage personalization and
should allow users to they get to use Netflix like paying adaptation to user preferences. Using Netflix as a case study, we
see the link between users. They have the option of identified the implementation of the persuasive principles in the
cause and effect canceling this service without third phase of the mode; design of system features. This study can
Rehearsal penalty before the one month period act as a guide for the development of evaluation metrics for
Persuasive systems if they decide not to become paying persuasive systems. A user study to validate the effectiveness of
should allow users to members these principles is currently being proposed.
rehearse a target
behavior 5. REFERENCES
[1] I. Wiafe and K. Nakata, “Bibliographic analysis of
3.2 Dialogue Support Category persuasive systems: techniques, methods and domains of
The principles in this category support dialogue between users and application,” Persuasive. Technology, vol. 61, 2012.
the system which helps users achieve their goal or target behavior. [2] M. Kaptein, B. De Ruyter, P. Markopoulos, and E. Aarts,
Table 4 describes these principles and examples of their Adaptive persuasive systems: a study of tailored persuasive
implementation in Netflix. text messages to reduce snacking. ACM Transactions on
Interactive Intelligent Systems (TiiS), vol. 2, pp. 10, 2012.
Table 4. Analysis of Netflix using Dialogue Support Principles
[3] H. Oinas-Kukkonen and M. Harjumaa, “A systematic
Persuasive principles Implementation in Netflix
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and their definition
systems,” in Persuasive technology, Springer, 2008, pp. 164–
Praise Users can praise reviews of other 176.
users by voting them as helpful or [4] http://ir.netflix.com/
not.