An Analysis of Persuasive Technology Tool Strategies

Abstract Persuasive technology is growing in popularity, yet to date, there has beenlimited research in this field outside of the U.S.A. This paper introducesongoing research investigating whether the success of persuasive technology isbased on how closely it matches the culture of its target audience. 1 Introduction Persuasive technology is defined as “any interactive product designed to changeattitudes or behaviours by making desired outcomes easier to achieve” (Fogg,2003). Recently, interest in persuasive technology has increased dramatically,yet to date, there has been limited research into persuasive technology outsideof the U.S.A.This paper introduces research investigating whether the success of persuasivetechnology is based on how closely it matches the culture of its targetaudience. B.J. Fogg, the current leading persuasive technology expert, hasdescribed seven strategies typically used by persuasive technology tools , i.e.persuasive technologies that simplify or facilitate certain activities (Fogg,2003). In this paper, we analyse these strategies from the context of culture.