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BACKFIRING AGNIS STIBE MIT MEDIA LAB BRIAN CUGELMAN ALTERSPARK PERSUASIVE
41

Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

Apr 11, 2017

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Dr. Agnis Stibe
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Page 1: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

BACKFIRING

AGNIS STIBE

MIT MEDIA LAB

BRIAN CUGELMAN

ALTERSPARK

PERSUASIVE

Page 2: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

TRIGGER

BEHAVIOR CHANGE

INTERVENTIONS

Page 3: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

OUTCOMES

UNINTENDED

NEGATIVE

Page 4: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

INTENDED

UNINTENDED

NEGATIVE POSITIVE

Page 5: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

TARGET BEHAVIOR

INTENDED

UNINTENDED

NEGATIVE POSITIVE

Page 6: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

SURPRISE BEHAVIOR

TARGET BEHAVIOR

INTENDED

UNINTENDED

NEGATIVE POSITIVE

Page 7: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

SURPRISE BEHAVIOR

DARK PATTERNS

TARGET BEHAVIOR

INTENDED

UNINTENDED

NEGATIVE POSITIVE

Page 8: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

SURPRISE BEHAVIOR

DARK PATTERNS

TARGET BEHAVIOR

BACKFIRING

INTENDED

UNINTENDED

NEGATIVE POSITIVE

Page 9: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

POSITIVEOUTCOME

NEGATIVEOUTCOME

INTENDED

UNINTENDED

MAJORSEVERITY

MINORSEVERITY

HIGHLIKELIHOOD

LOWLIKELIHOOD

BACKFIRING

DARKPATTERNS

TARGETBEHAVIOR

SURPRISEBEHAVIOR

Page 10: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 11: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

INEXPERIENCE Superficializing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 12: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 13: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

INEXPERIENCE Superficializing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 14: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 15: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousing

INEXPERIENCE Superficializing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 16: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 17: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

INEXPERIENCE Superficializing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 18: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 19: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMng

INEXPERIENCE Superficializing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 20: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 21: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 22: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 23: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

POOR JUDGMENT Mistailoring

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 24: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 25: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

POOR JUDGMENT MistailoringMistargeMng

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 26: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 27: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

POOR JUDGMENT MistailoringMistargeMngMisdiagnosing

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 28: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 29: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

POOR JUDGMENT MistailoringMistargeMngMisdiagnosingMisanMcipaMng

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 30: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 31: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

POOR JUDGMENT MistailoringMistargeMngMisdiagnosingMisanMcipaMng

SOCIAL PSYCHOLOGY AnM-Modeling

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 32: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 33: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FINEPRINT FALLACY Overemphasizing

PERSONALITY RESPONSES

DefianceArousingSelf-Licensing

CREDIBILITY DAMAGE Self-DiscrediMngMessageHijacking

INEXPERIENCE Superficializing

POOR JUDGMENT MistailoringMistargeMngMisdiagnosingMisanMcipaMng

SOCIAL PSYCHOLOGY AnM-Modeling

ReverseNorming

LOWLIKELIHOOD

HIGHLIKELIHOOD

MAJORSEVERITY MINORSEVERITY

Page 34: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 35: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

A C B D

MINORSEVERITY

MAJORSEVERITY

LOWLIKELIHOOD

HIGHLIKELIHOOD

PoorJudgmentMistailoringMistargeMngMisdiagnosingMisanMcipaMng

SocialPsychologyAnM-Modeling

ReverseNorming

PersonalityResponsesDefianceArousingSelf-Licensing

FineprintFallacyOveremphasizing

InexperienceSuperficializing

CredibilityDamageSelf-DiscrediMngMessageHijacking

Page 36: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes
Page 37: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

FUTURE BEHAVIOR

PRESENT BEHAVIOR

TARGET GROUP

Page 38: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

APPRECIATEUNNECESARYFAIL

Self-Contained January1st Self-Driven

Page 39: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

@agsM

CTCompetition

SLSocial

learning

SCSocial

comparison

CRCooperation

NINormativeinfluence

SFSocial

facilitation

RERecognition

INVOLVEMENT

ENGAGEMENT

PARTICIPATION

Page 40: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

PERSUASIVE Change Care SocialEngineering

SMART Classify Understand BigData

SENSIBLE Read Feel SensorNetworks

Page 41: Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes

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