Persuasive Technology

but teenagers may not respond. One user may prefer the “Army Drill Sergeant,”

and another may find it demotivating. The implication for designers of persua-

sive technology that incorporates social role-playing: know your target audi

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ence. As the PAT system suggests, a target audience can have multiple user

groups. Designers should provide a way for different groups of users to choose

the social roles they prefer.

Social Cues: Handle with Care

Although people respond socially to computer products that convey social

cues, to be effective in persuasion, designers must understand the appropriate

use of those cues. In my view, when you turn up the volume ...