Mobile Persuasion

Interview: B.J. Fogg

B.J. Fogg

Dr. B.J. Fogg is founder of the Stanford University Persuasive Technology Lab, where he directs research and design related to mobile persuasion. In addition to teaching courses, he devotes time to industry projects and innovations, which has led to nine patents and seven patents pending. Dr. Fogg is the author of Persuasive Technology: Using Computers to Change What We Think and Do and co-editor of Mobile Persuasion: 20 Perspectives on the Future of Behavior Change.

What are the origins of the Persuasive Technology Lab?

I came to Stanford University in 1993 as a PhD student to study how computers could influence people’s attitudes and behaviors. I thought people were already studying this topic, and that I would have it easy: Just read everything that had been written. After a couple of years of searching, I realized that not much had been done on the topic of computers and persuasion. So as a PhD student I broke new ground by running lab experiments that showed how computers could be designed to change attitudes and behaviors in predictable ways. After I got my PhD, in 1997, I set up a new lab at Stanford: the Persuasive Technology Lab. At first, we didn’t even have a physical space; my students and I met in the student union. We were very much a startup in the academic world, doing whatever we could with the resources we had. Eventually, we claimed the corner of an office, thanks to a professor who opened some doors for me. And we grew from there. Today our lab is listed in the Google directory as the #1 HCI lab in the world. I’m not sure that’s true, but it’s nice to see people link to our work.

What is “mobile persuasion?” Can you give some examples?

Mobile persuasion is about using mobile technology to change attitudes and behaviors. We started exploring the topic in 2001. I was interested in this spin on persuasive technology because I’m a gadget freak, and because I was intrigued with the potential of mobile technology to change how people think and act. Because of our focus on persuasive technology, we had the ability to see further ahead than most people. The further we got into mobile persuasion, the more it seemed this could be the Holy Grail of persuasion, the magic wand that motivates and persuades people. I believe mobile phones will soon become the most important platform for changing human behavior.

There are many examples of how mobile technology is being used to persuade people. Take, for example, a mobile application that enables commuters to navigate the public transportation system or that facilitates ride sharing. Such technology persuades people to act in environmentally sustainable ways. Mobile video games have been developed that allow users to learn about recycling or become skeptical of airport security procedures. Other applications provide young people with an anonymous means of accessing information about reproductive health issues – persuading them to make healthy decisions. These are just signposts marking the beginning of a mobile persuasion revolution.

Why are mobiles so well suited to support behavior change?

For starters, mobile phones are always with us. We use them throughout the course of our daily lives – to make decisions and to do things that matter. Second, they are our trusted companions. We’re completely taken by these little objects and feel lost without them. They’re highly personal devices that people treat almost like appendages. Third, mobile phones have amazing capabilities. The world has never seen such power in such a small package.

How can nonprofits benefit?

Any time an NGO needs to change an attitude or a behavior, they ought to be looking at mobile persuasion. Mobile is not the only way, but this channel needs to be considered and integrated along with other strategies. If your goal is to change a behavior – for example, to get people to support your cause – you need to look at how mobile persuasion can help you achieve that goal. Using text messaging and camera-equipped phones offer two great modes available on most phones today. Then, there’s voice. So you have three modes that make up the design space for mobile persuasion. Now all that’s needed is creativity and insight.

What are the potential downsides? Should people be mindful of being ‘persuaded’ in potentially negative ways?

There are trouble spots. One downside is that the most powerful organizations will figure out how to use mobile persuasion faster than anyone else. The little guys will lag behind, creating even more disparity. As an example, consider the information that certain companies have about individuals based on their purchasing habits and Internet use. The same information could be used to map people’s persuasive vulnerabilities, their likes and dislikes. Such a “persuasion profile” could be sold to a mobile commerce company or to a political campaign.

What trends do you see for the future?

Using mobile technology to persuade people to make healthy decisions and to empower them in their own health care is an important future trend. The next big trend would probably be conservation -- getting people to act in environmentally responsible ways. Educational applications – motivating people to learn – is another growth area. These are topics that have captured people’s attention.

You can also look at trends in persuasion strategies. Location-based reminders are emerging as a trend. You could be walking by a store and be reminded to buy your mother a birthday present. Mobile games are also growing trend in persuasion. These games aren’t easy to create or distribute, but they will come. An easier trend is using text messaging to persuade. This is probably most relevant to NGOs. And, of course, pictures can also be taken and transmitted to raise awareness of an issue and communicate an NGOs mission and goals.

The reality is that the more complicated applications—games and installed applications--are still beyond the reach of most NGOs. It’s hard to get people to put software on their phones. It’s technically challenging and has yet to become a mainstream consumer experience.

What was the focus of your Mobile Persuasion Conference in 2007? Do you have a similar conference in mind for ’08?

When we first announced our plans for a conference in early 2005, we got almost no response. Then, 18 months later, we tried again and the response was huge. Something had shifted. We ended up having to push back the event to February ’07 in order to plan for all those who wanted to come. Even then, we ended up having to turn people away.

Who knew this would be such a hot topic? More than 250 people came. Some were from the mobile industry, others represented specific domains – health, the environment, politics. Others attending included technology watchers and academics who were curious.

The day was organized to present a lot of information in short amount of time. We had over 30 speakers from a variety of backgrounds – from anthropologists to game designers. Each presented a different part of the mobile persuasion puzzle. There was a lot of great dialogue and people made connections that later led to collaborations. Following the conference, we published a book: Mobile Persuasion: 20 Perspectives on the Future of Behavior Change.

In February 2008, we will host a conference on “Texting for Health,” which will look at the role of mobiles in promoting healthy behavior, followed by another Mobile Persuasion conference in the Fall.

To learn more about mobile persuasion and Dr. Fogg’s work, visit: http://captology.stanford.edu or contact him directly at: bjfogg@stanford.edu