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Normative Social Influence in Persuasive Technology: Intensity versus Effectiveness

Auteur(s) Thijs Waardenburg; Maarten Lamers; Robert Winkel
Publicatiedatum 2012
Publicatietype Bijdrage aan een periodiek
Kenniscentrum Hogeschool Utrecht, Kenniscentrum Communicatie en Journalistiek
Lectoraat Crossmedia Business
Samenvatting It has been established that normative social influence can be used effec-tively in persuasive technology. However, it is unknown whether the application of more social pressure makes it more effective. To test this hypothesis, a quantitative experiment was conducted on the online social network Facebook. Although evidence to support the hypothesis was found, it cannot be concluded from this experiment that more intense persuasion is more effective, when utilizing normative social influence in persuasive technology.
Taal Engels
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