Modeling the efficacy of persuasive strategies for different gamer types in serious games for health

Persuasive games for health are designed to alter human behavior or attitude using various Persuasive Technology (PT) strategies. Recent years have witnessed an increasing number of such games, which treat players as a monolithic group by adopting a one-size-fits-all design approach. Studies of game...

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Vydané v:User modeling and user-adapted interaction Ročník 24; číslo 5; s. 453 - 498
Hlavní autori: Orji, Rita, Vassileva, Julita, Mandryk, Regan L.
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Dordrecht Springer Netherlands 01.12.2014
Springer Nature B.V
Predmet:
Analysis
Communication
Computer Science
Design
Design engineering
Eating behavior
Effectiveness
Energy consumption
Games
Health
Health behavior
Human behavior
Information technology
Lists
Management of Computing and Information Systems
Motivation
Multimedia Information Systems
Obesity
Personality
Players
Strategy
Studies
User Interfaces and Human Computer Interaction
Gamer types
BrainHex
Persuasive technology
Healthy eating
Health
Personalized persuasion
Tailored persuasion
Player typology
Serious games
Persuasive game
Persuasive strategies
ISSN:0924-1868, 1573-1391
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Shrnutí:Persuasive games for health are designed to alter human behavior or attitude using various Persuasive Technology (PT) strategies. Recent years have witnessed an increasing number of such games, which treat players as a monolithic group by adopting a one-size-fits-all design approach. Studies of gameplay motivation have shown that this is a bad approach because a motivational approach that works for one individual may actually demotivate behavior in others. In an attempt to resolve this weakness, we conducted a large-scale study on 1,108 gamers to examine the persuasiveness of ten PT strategies that are commonly employed in persuasive game design, and the receptiveness of seven gamer personalities (gamer types identified by BrianHex) to the ten PT strategies. We developed models showing the receptiveness of the gamer types to the PT strategies and created persuasive profiles, which are lists of strategies that can be employed to motivate behavior for each gamer type. We then explored the differences between the models and, based on the results, proposed two approaches for data-driven persuasive game design. The first is the one-size-fits-all approach that will motivate a majority of gamers, while not demotivating any player. The second is the personalized approach that will best persuade a particular type of gamer. We also compiled a list of the best and the worst strategies for each gamer type. Finally, to bridge the gap between game design and PT researchers, we map common game mechanics to the persuasive system design strategies.
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ISSN:0924-1868
1573-1391
DOI:10.1007/s11257-014-9149-8