Using Persuasive Agents to Save Energy in Homes. Cees Midden Human Technology Interaction Eindhoven University of Technology

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1 Using Persuasive Agents to Save Energy in Homes Cees Midden Human Technology Interaction Eindhoven University of Technology

2 Sustainability = Technology x Behavior Technology fix hampered by adaptive human use (rebound effects) Public acceptance and use essential for technological solutions Technological environments shape human behavior Most consumption decisions are made in user -system interactions.

3 Consumer energy behavior: Four roles of technology Cees Midden, Eindhoven University of Technology

4 Consumer energy behavior: Four roles of technology Mo:ves Ac:on Outcomes Technology Cees Midden, Eindhoven University of Technology

5 Consumer energy behavior: Four roles of technology Mo:ves Ac:on Outcomes mediator Technology Cees Midden, Eindhoven University of Technology

6 Consumer energy behavior: Four roles of technology Mo:ves Ac:on Outcomes mediator Technology Cees Midden, Eindhoven University of Technology

7 Consumer energy behavior: Four roles of technology Mo:ves Ac:on Outcomes mediator amplifier Technology Cees Midden, Eindhoven University of Technology

8 Consumer energy behavior: Four roles of technology Mo:ves Ac:on Outcomes determinant mediator amplifier Technology Cees Midden, Eindhoven University of Technology

9 Consumer energy behavior: Four roles of technology Mo:ves Ac:on Outcomes promoter determinant mediator amplifier Technology Cees Midden, Eindhoven University of Technology

10 What is Persuasive Technology? Any interactive intelligent system designed to change people's attitudes and/or behaviors. - intentional - non-coercive - non-deceptive

11 Computer as change agent persistent anonymous manages huge volumes of data many channels and modalities (e.g. games) scale easily go where humans cannot go

12 Main question * Can we design persuasive technology that promotes energy efficient behavior at an intuitive, automatic level, not requiring high awareness levels and cognitive effort? * Adaptable to diversity of consumers, eg family members, and energy systems * Allows to distribute control between users and systems

13 demonstration infrastructure centrale database apparaat agenten interactie agenten!"#$%&'($)&*$"#$")!"#!$%!&'())*%+',-!&&,.!%#!%&

14

15 Feedback on energy use Researched since late 70 s Weekly or monthly messages about household consumption Ambivalent results: issues with action-feedback links and feedback-goal links (3-10%) Late 90 s: Interactive feedback (McCalley& Midden, 2002

16 Interactive feedback Using user interface of systems User and action specific Immediate and interactive

17 Interactive Feedback effective provided goal setting Interactive feedback saved around 18% No FB-NoGoal Feedback-NoGoal Feedback+Goal Effects replicated in field situations

18 Interactive Feedback effective provided goal setting No FB-NoGoal Feedback-NoGoal Feedback+Goal Interactive feedback saved around 18% Effects replicated in field 20,00 15,00 10,00 5,00 0 situations

19 Persuasive social agents: Can feedback systems change behavior by exerting smb://tmprint.campus.tue.nl/ <hier printer naam> social influence?

20 Can a system be social? praise enhances liking in/outgroup member experience gratitude use of similarity cues trust makes a difference probably yes, but changing behavior?

21 Social cues evoke social attributions to source Voice (e.g. Mayer, Socco & Mautone, 2003) Language (e.g. Cassell & Bickmore, 2000) Embodiment (e.g.rosenberg etal 2008) Facial expressions (e.g.schul etal, 2008; Strack, 2003) Gestures...

22 Hypothesis: Social feedback from artificial persuasive agent promotes behavioral change. social praise and compliments from humans work as positive incentives (Bandura & McDonald, 1963) artificial agents can exert social influence if perceived as social actor

23 Self-regulation and negative information Positivity paradigm underrates negative feedback > most studies focus on praise Information on relevant aversive consequences more valuable for adaptation ( e.g. Baumeister etal, 2004) More attention for negative information Hyp. 2: Negative feedback promotes behavioral change

24 Factual vs social feedback N= 33; 10 trials Study 1: Method Social feedback by animated robot (icat) icat Victor: moving lips, eyes, eye-lashes, and eye-brows, head Simulated washing machine panel Factual feedback condition: energy meter (6 levels) Positive vs negative (within subjects) Feedback level (accumulative: speech, facial expression, lights )

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