Culturally-Relevant Persuasive Technology

<p>Persuasive technology (PT) has been defined by B. J. Fogg as "any interactive computing system designed to change peoples attitudes or behaviors". The kinds of attitudes people hold, and the behaviours they exhibit, are influenced by culture, so cultural beliefs play a large role in persuasion. The cross-cultural psychology literature has demonstrated the power of culture on attitude change. To date, however, there has been limited persuasive technology research outside of countries characterised as having individualist culture, where individualism describes cultures in which society members have a primarily individual identity. Little research has explicitly investigated the relationship between persuasive technology and culture. In this thesis, we investigated the hypothesis that persuasive technology is more effective when it reflects the culture of its intended target audience. Firstly, we established a set of effective, culturally-relevant persuasive technology strategies, almost all of which are targeted at use in tools for collectivist audiences. The strategies are based on a combination of findings from the cross-cultural psychology literature focused on the dimensions of individualism and collectivism, an analysis of existing PT strategies, and qualitative insights. Secondly, we developed a culturally-relevant PT prototype based on several of our strategies, in the form of two versions of a game titled Smoke? about smoking cessation. One version of Smoke? was designed to be more persuasive for a NZ European player audience, while the other was designed to be more persuasive for a Maori player audience. We conducted focus groups with potential players, the insights of which guided how we applied several of our culturally-relevant PT strategies in the design of the two game versions. Finally, we evaluated both game versions on individualist, and collectivist test players, using both quantitative and qualitative methods. The results of our evaluation support our hypothesis. Not only did both sets of players engage with, and use the culturally-relevant interface elements of the game designed for their culture, they also demonstrated that the culturally-relevant game versions had increased their anti-smoking beliefs.</p>

Culturally-Relevant Persuasive Technology

<p>Persuasive technology (PT) has been defined by B. J. Fogg as "any interactive computing system designed to change peoples attitudes or behaviors". The kinds of attitudes people hold, and the behaviours they exhibit, are influenced by culture, so cultural beliefs play a large role in persuasion. The cross-cultural psychology literature has demonstrated the power of culture on attitude change. To date, however, there has been limited persuasive technology research outside of countries characterised as having individualist culture, where individualism describes cultures in which society members have a primarily individual identity. Little research has explicitly investigated the relationship between persuasive technology and culture. In this thesis, we investigated the hypothesis that persuasive technology is more effective when it reflects the culture of its intended target audience. Firstly, we established a set of effective, culturally-relevant persuasive technology strategies, almost all of which are targeted at use in tools for collectivist audiences. The strategies are based on a combination of findings from the cross-cultural psychology literature focused on the dimensions of individualism and collectivism, an analysis of existing PT strategies, and qualitative insights. Secondly, we developed a culturally-relevant PT prototype based on several of our strategies, in the form of two versions of a game titled Smoke? about smoking cessation. One version of Smoke? was designed to be more persuasive for a NZ European player audience, while the other was designed to be more persuasive for a Maori player audience. We conducted focus groups with potential players, the insights of which guided how we applied several of our culturally-relevant PT strategies in the design of the two game versions. Finally, we evaluated both game versions on individualist, and collectivist test players, using both quantitative and qualitative methods. The results of our evaluation support our hypothesis. Not only did both sets of players engage with, and use the culturally-relevant interface elements of the game designed for their culture, they also demonstrated that the culturally-relevant game versions had increased their anti-smoking beliefs.</p>

Striving for Synthesis in General Psychology: Lessons from India

The importance of the life-long contributions of Professor Sinha is in his search for new perspectives in psychology that would respect Indian cultural history. In that spirit, I will outline themes that are prominent in Indian cultural traditions from which universal science of human psychology could learn. All human beings relate to water and fertility, creating meaningful rituals of handling this valuable commodity. Likewise, it is deeply human to generate borders and social conditions for their crossings, and to participate collective rituals of symbolic processions. Psychology in the Occident has looked towards India as if it were an esoteric collection of local practices that would fit the empirical interests of cross-cultural psychology. I would claim that the psychological riches of India are of primary importance for general psychology.

Research on Evaluation of Intercultural Competence of Civil Aviation College Students Based on Language Operator

The latest “Guide to College English Teaching” lists cross-cultural education as an important part of college English courses. At the same time, ICAO ’s requirements for civil aviation pilots and controllers ’cross-cultural abilities increase year by year, which raises new requirements for the cultivation of cultural abilities. This article explores this subject from two aspects of cross-cultural psychology and cross-cultural behavior, using SPSS22.0 data analysis method and Delphi method to establish an evaluation model, which includes four first-level indicators: attitude, awareness, knowledge and skill. Attitude and consciousness evaluate cross-cultural psychology, and knowledge and skills evaluate cross-cultural behavior. Under the 4 first-level indicators, there are 6 second-level indicators and 17 third-level indicators. This paper uses the accuracy and convenience of language operators in the process of information conversion to transform fuzzy subjective qualitative analysis into quantitative analysis, and proposes a set of evaluation methods for cross-cultural competence based on language operators. At the same time, an empirical study was conducted with C University as an example. The statistical results show that the method has good applicability and scientificity for the evaluation of the cross-cultural competence of civil aviation college students.

Do People Agree on How Positive Emotions Are Expressed? A Survey of Four Emotions and Five Modalities Across 11 Cultures

While much is known about how negative emotions are expressed in different modalities, our understanding of the nonverbal expressions of positive emotions remains limited. In the present research, we draw upon disparate lines of theoretical and empirical work on positive emotions, and systematically examine which channels are thought to be used for expressing four positive emotions: feeling moved, gratitude, interest, and triumph. Employing the intersubjective approach, an established method in cross-cultural psychology, we first explored how the four positive emotions were reported to be expressed in two North American community samples (Studies 1a and 1b: n = 1466). We next confirmed the cross-cultural generalizability of our findings by surveying respondents from ten countries that diverged on cultural values (Study 2: n = 1826). Feeling moved was thought to be signaled with facial expressions, gratitude with the use of words, interest with words, face and voice, and triumph with body posture, vocal cues, facial expressions, and words. These findings provide cross-culturally consistent findings of differential expressions across positive emotions. Notably, positive emotions were thought to be expressed via modalities that go beyond the face.