Personalizing Persuasive Technologies: Do Gender and Age Affect Susceptibility to Persuasive Strategies?

被引:7
作者
Abdullahi, Aisha Muhammad [1 ]
Orji, Rita [2 ]
Oyibo, Kiemute [3 ]
机构
[1] Fed Univ Dutse, Dept Comp Sci, Dutse, Nigeria
[2] Dalhousie Univ, Fac Comp Sci, Halifax, NS, Canada
[3] Univ Saskatchewan, Dept Comp Sci, Saskatoon, SK, Canada
来源
UMAP'18: ADJUNCT PUBLICATION OF THE 26TH CONFERENCE ON USER MODELING, ADAPTATION AND PERSONALIZATION | 2018年
基金
加拿大自然科学与工程研究理事会;
关键词
Persuasive technology; personalization; persuasive strategies; Africa; age; gender;
D O I
10.1145/3213586.3225246
中图分类号
TP18 [人工智能理论];
学科分类号
081104 ; 0812 ; 0835 ; 1405 ;
摘要
Personalizing Persuasive Technologies (PTs) increase their effectiveness at motivating desired behavioral change. However, most existing efforts towards personalizing PTs and developing personalization models were focused on people from the western countries. In this work, we focused on African audience to investigate how individual's responsiveness to three persuasive strategies (Reward, Social Learning, and Social Comparison) varies by Gender and Age group via a large-scale study of 712 participants. The results of a RM-ANOVA show significant differences in responsiveness to the strategies across the gender and age groups. Females are more responsive to the Reward and Social Learning strategies while males are more responsive to the social comparison strategy. People who are under 25 years are more likely to be persuaded by the Reward and social Learning than participants above 35 years who are more responsive to the Social Comparison strategy. The results will inform PT designers on the appropriate strategy to employ to personalize PTs to individual users based on their Age and Gender.
引用
收藏
页码:329 / 334
页数:6
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