Oh Behave! - How to stimulate (positive) behaviour through emotion-driven design.
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The document discusses how emotion-driven design can stimulate positive behavior by influencing motivation and manners. It explores concepts such as expectancy theory and emotional responses, highlighting the importance of personal values and experiences in shaping behavior. The focus is on creating designs that evoke predefined emotions to promote socially accepted conduct and motivate individuals towards behavioral change.
Oh Behave! - How to stimulate (positive) behaviour through emotion-driven design.
- 1. How to stimulate (positive) behaviour through emotion-driven design. Oh Behave! www.susagroup.com Marco van Hout Mind Your Manners, Please...
- 2. Manners, Motivation and Behaviour Emotion, Affective motivation Motivational design & Emotional design
- 3. ‣Manners
- 4. Feet on table no manners, or even insulting?
- 5. Listening to music through mobile phone speakers
- 6. Not considering other passengers on trains
- 7. Classical music in public spaces to avoid bad manners?
- 8. Jumping a queue, here not done, in China normal
- 9. In Sociology Manners are the unenforced standards of conduct which demonstrate that a person is proper, caring, non-grouchy, polite, and refined.
- 10. Manners are the standards of conduct which demonstrate that a person is proper, caring, non-grouchy, polite, and refined. unenforced Pregnant ladyLady without manners?
- 11. Breakout! Can you think of other examples of Manners/ socially accepted positive behaviour? Or ways intended to stimulate it? Bad manners/ socially unaccepted behaviour?
- 12. The unenforced character of manners, means we will need to motivate people into it Photo credits: http://www.sxc.hu/profile/ davdibiase ‣Learning manners
- 13. ‣Motivation
- 15. What initiates a behavior, behavioral patterns, or changes in behavior? ‣Energizes
- 16. What determines which behaviors an individual chooses? ‣Directs
- 17. What determines an individual's level of persistence with respect to behavioral patterns? ‣Sustains
- 18. Motivation Cognitive Affective Expectancy theory Affective motivation There are many, many
- 19. ‣ Expectancy theory model
- 20. What determines which behaviors an individual chooses? ‣Directs
- 21. Motivational force = Self efficacy Expectancy X Instrumentality X Valance Goal difficulty Perceived control Trust Control Policies Needs Goals Values Preferences The belief that one's effort will result is attainment of desired performance goals. The belief that if one does meet performance expectations, he or she will receive a greater reward. The value the individual personally places on the rewards. Expectancy theory of motivation (Porter & Lawler, 1968; Vroom, 1964)
- 22. Motivational force = Self efficacy Expectancy X Instrumentality X Valance Goal difficulty Perceived control Trust Control Policies Needs Goals Values Preferences The belief that one's effort will result is attainment of desired performance goals. The belief that if one does meet performance expectations, he or she will receive a greater reward. The value the individual personally places on the rewards. Expectancy theory of motivation (Porter & Lawler, 1968; Vroom, 1964)
- 23. Self efficacy Goal difficulty Perceived control A person’s belief about his or her ability to perform a particular behavior successfully. Goals set too high or or made too difficult, lead to low expec- tancy perceptions. Expectancy X Instrumentality X Valance When perceived control is high, motivation also increases.
- 24. Motivational force = Self efficacy Expectancy X Instrumentality X Valance Goal difficulty Perceived control Trust Control Policies Needs Goals Values Preferences The belief that one's effort will result is attainment of desired performance goals. The belief that if one does meet performance expectations, he or she will receive a greater reward. The value the individual personally places on the rewards. Expectancy theory of motivation (Porter & Lawler, 1968; Vroom, 1964)
- 25. Trust Control Policies When individuals trust their leaders, they're more likely to believe their promises that good performance will be rewarded. When individuals believe they have control over how, when, and why rewards are distributed. Expectancy X Instrumentality X Valance The degree to which pay and reward systems are formalized in written policies has an impact.
- 26. Motivational force = Self efficacy Expectancy X Instrumentality X Valance Goal difficulty Perceived control Trust Control Policies Needs Goals Values Preferences The belief that one's effort will result is attainment of desired performance goals. The belief that if one does meet performance expectations, he or she will receive a greater reward. The value the individual personally places on the rewards. Expectancy theory of motivation (Porter & Lawler, 1968; Vroom, 1964)
- 27. Needs Values Goals Expectancy X Instrumentality X Valance Preferences
- 28. In summary: expectancy theory: Rational Cognitive Perception Choosing between options> > > No direct feelings involved Perception and value play an important part Direction Which behaviour alternative?>
- 30. People experience emotional reactions to situations, things and people ‣Emotions
- 31. Emotional reactions are in principal physiological of nature Photo credits: http://www.sxc.hu/profile/ coloniera2 ‣Physiological
- 32. Over time we give lables to these feelings depending on the context Photo credits: JJaeyoung Ha ‣Feelings
- 33. Motivation Energizes Directs Sustains Behaviour Remember? What role do emotions have?
- 34. Behavior is energized when individuals experience negative emotions and like to turn this around ‣Energizes
- 35. Based on emotional response to visualisation/ association Photo credits: http://www.sxc.hu/profile/ davdibiase ‣Directs
- 36. Positive emotions confirm and prolong behavior ‣Sustains
- 37. How do emotional responses influence our behaviour? Photo credits: http://www.sxc.hu/profile/ davdibiase ‣Emotion -> Behaviour
- 38. Awareness Trigger > Emotional Response Emotional competency model Behavioral Response> Motivation Empathy Influence> > > > Individual level Interpersonal level Goleman, Daniel (1995)
- 39. The ability to control and affect your emotional state Photo credits: http://www.sxc.hu/profile/ davdibiase ‣Awareness
- 40. Awareness Trigger > Emotional Response Emotional competency model Behavioral Response> Motivation Empathy Influence> > > > Individual level Interpersonal level Goleman, Daniel (1995)
- 41. The ability to control the behavioral effects of negative emotions (e.g., anger, fear, anxiety) and perform in a positive way. ‣Motivation
- 42. Awareness Trigger > Emotional Response Emotional competency model Behavioral Response> Motivation Empathy Influence> > > > Individual level Interpersonal level Goleman, Daniel (1995)
- 43. The ability to understand and affect the emotional states of others. ‣Empathy
- 44. Awareness Trigger > Emotional Response Emotional competency model Behavioral Response> Motivation Empathy Influence> > > > Individual level Interpersonal level Goleman, Daniel (1995)
- 45. The ability to influence the behavior of others. ‣Influence
- 46. Awareness Trigger > Emotional Response Emotional competency model Behavioral Response> Motivation Empathy Influence> > > > Individual level Interpersonal level Goleman, Daniel (1995)
- 47. ‣ Motivational (or persuasive) Design
- 48. Change behaviour by making things fun? ‣Fun
- 49. Motivational design example Just in Time principle
- 50. Motivational design example Just in Time principle
- 51. Motivational design example Just in Time principle
- 52. Motivational design example Just in Time principle
- 53. Motivational design example Just in Time principle
- 54. Motivational design example Just in Time principle
- 55. Motivational design example De Kort et al. (2008)
- 56. Breakout! Can you think of other examples of Motivational or persuasive design?
- 57. Photo credits: http://www.sxc.hu/profile/ ColinBroug Theories on affective motivation illustrate how an emotional response influences our behavior. They did not explain us how specific triggers such as products/ environments actually evoke these emotions.
- 58. ‣Emotion Emotion is made up of three things
- 59. Emotions involve a relationship
- 62. How are emotions personal?
- 63. Appraisal What does this situation mean for my well-being and concerns?
- 64. Each object is evaluated by our subconscious in terms of benefit or harm to our personal concerns Goals Standards Attitudes
- 65. Goals Our aspirations, the things we want to get done and see happen (live healthy)
- 66. Standards Our beliefs, social norms or conventions and how we think things should be.
- 67. Attitudes Affectively coloured beliefs, preferences toward objects and sensations.
- 69. Emotions, enrich, guide and ennoble life They play a vital role in how we understand our environment, learn and behave
- 70. All design is emotional... intended, or unintended. It evokes an emotional response
- 71. Photo credits: Sexy urinal Emotional design is to design a product or service with the intention to evoke predefined emotions.
- 72. ‣Motivation & Emotion Both call for a very personal approach
- 73. Current (design/ market) research often focuses on shallow segmentation
- 74. How would these gentlemen be segmented in groups?
- 75. ‣ Values, commitments Value based segmentation can lead to personalisation and emotional engagement
- 76. ‣ Letting motivation & emotion join hands
- 77. Key ingredients Make it personal Energize Direct Values, concerns (goals, attitudes, standards)> > > Emotion-driven Motivational Design Sustain > Negative emotions to motivate and enrich Relate it to previous experiences/ associations Keep it positive for the long run! Towards positive behaviour change
- 78. IF I would feel If... I would feel... and then... and then If this dustbin is difficult to open frustrated, annoyed I would just throw it next to it If I see someone jump the queue Envy and nervous I could also try and do it If I see candy at the cash register Desire and guilt I would buy it to feel better
- 79. Your design will need to Be personal Energize Direct Values, concerns (goals, attitudes, standards)> > > Sustain > Negative emotions to motivate and enrich Relate it to previous experiences/ associations Keep it positive for the long run! In order to engage emotionally and motivate positive behaviour change