4.2 Data coding of the user testing & the in-depth interviews
4.2.2 Attribute-Consequence-Value Model (hereafter as A-C-V Model)
After the interviews we collected statements referred to individual respondents’ A-C-V linkages. We classified all responses into A-C-V levels and then broke down all responses into individual summary codes. By connecting all the chains that are formed by selecting the linkages we gradually constructed an aggregate hierarchical value matrix (Chart 4-6). This model reveals how attribute, consequence, and value factors ultimately lead to system use. A (attributes) represents the persuasive sustainable design elements in the platform; C (consequences) represents the user’s behaviour outcome/ effects that the designs lead to; and V (values) represents the psychological feeling that generated from the ladders. Besides, from chapter 3 we know that the design attributes were derived from 5 aspects of the persuasive approaches from in our theoretical framework, thus, we analysed the 5 aspects respectively (Chart 4-1, 4-2, 4-3, 4-4, 4-5), in order to understand the main values that different approaches could bring about. We also discovered some negative consequences and values.
4.2.2.1 Model for Design Elements as Persuasive Tools
According to Chart 4-1, the main values revealed in response to persuasive tools in sustainable design are “Curious (V1)” and “Interested (V2)”. Noticeably, the attributes “shopping bags in different colours (A3)” did not generate much positive feeling (they found it “not related to myself (V21)”) when the users start to learn about the service.
Chart 4-1. The A-C-V Model for the Design Elements as Persuasive Tools
4.2.2.2 Model for Design Elements as Persuasive Media
The main values that generated from persuasive media in sustainable design are “Trustable (V7)”, “Comfortable (V9)”, “Following (V19)” and “Educated (V20)”. As we motivated the users by providing the experiences and transparent information, users felt that they are educated, and convinced by learning new knowledge. They tend to trust it, feel comfortable to take action and follow what they are told to do. Moreover, in Chart 4-2, we can see that “showing the traceability information (A7)” and “displaying the transporting process (A8)” which presented “information transparency (C9)”, “guarantee (C21)” and “positive feedback (C33)” caused the most positive values.
Chart 4-2. The A-C-V Model for the Design Elements of Persuasive Media
4.2.2.3 Model for Design Elements as Persuasive Social Actors
The main values in this model (Chart 4-3) are “Trustable (V7)”, “Encouraged (V13)” and
“Reliable (V21)” which generated from persuasive design as social actors (A9- Eco-avatar). Notably, in our research 2 different social actors have opposite influential effect. We discovered that users respect the social actor, which represents the sustainable concept and relies on it to interact with
“sustainability”. Therefore, a social actor, which is not related to sustainable concept e.g. (A10) someone who is alike to the users as a promoter, resulted in unconcerned and distant negative values.
Chart 4-3. The A-C-V Model for the Design Elements of Persuasive Social Actors
4.2.2.4 Model for Design Elements from Social Proof Phenomenon
The main values in this model (Chart 4-4) are “Curious (V1)”, “Sense of Identity (V11)” and
“Idea Developing (V11)”. The chart uncovered that in this context where there are many people around the users, “the others” are playing as a rather indirect catalyst that helps to develop their intention and make them more likely to identify with the concept and the activity. On the other hand, showing “who has also bought this item (A15), (A16)” generated negative values because users found it distant and not related to them.
Chart 4-4. The A-C-V Model for the Design Elements of Social Proof Phenomenon
4.2.2.5 Model for Design Elements from Reinforcement Effect
From Chart 4-5, “Satisfaction (V3)”, Happiness (V4)”, “Be encouraged (V13)” and “Be reinforced (V14)” are the 4 main values that generated from the designs with reinforcement techniques. More importantly, we can see that certain consequences, which are “multiple
advantages (C22)”, “gaining positive feedback (C32)” and “oh I have done good things (C33)” lead to the most various values.
Chart 4-5. The A-C-V Model for the Design Elements of Reinforcement Concept
4.2.2.6 Consolidated A-C-V Model
As we consolidated the A-C-V models of the five persuasive approaches, we were able to understand the most critical values that the users respect and from which consequences and attributes these values were constructed (see Chart 4-6).
Curious: Participants indicated that sustainable design as persuasive tools and social proof concept may generate their curiosity. According to Chart 4-6, we can see that not only introducing new things that are different from their ordinary routine but also the event-like climate may induce them to take a look.
Interested: From the interviews, we found out that users are highly interested in the new service;
however the value may occur only under the premise that the service is easy and convenient to approach, and does not cost too much effort.
Trust: The study uncovered that users have a trusting feeling when they responded to some persuasive media and social actors. The former especially generated significant tendencies from the information transparency. Users trust it when the experiences are provided with guarantee and credibility. Besides, the social actor which, represents the theme (sustainability) may gain their trust.
Comfortable: Similar to “trusting” value, users indicated that the persuasive media which present guarantee, credibility and transparent information would make them more comfortable to participate.
Educated: From users’ statements, we observed that persuasive media could lead to this value.
They are willing to be educated and they appreciated it when they learned new knowledge through the video (video which shows the transporting process of the products).
Following: From the interviews we can understand that aside from the above three values, that persuasive media also induces users to follow. As they gained more clear knowledge about the concept, they gradually trusted and felt comfortable to participate in the activity.
Reliable: On the studies, a few users pointed out that the social actor that represents the theme (sustainability) is reliable. Noticeably, most of the categories have triggered this value from not only when interacting with the sustainable image, but also feeling the sense of joint participation, and seeing responsible and transparent information.
Sense of Identity: Nearly every user stated that when they are aware of other people’s participating and loyalty, they tend to identify with this idea easier. It revealed that when social proof phenomenon occurs, the users would be more likely to be persuaded.
Idea Developing: Similarly, social proof phenomenon has the capability of assisting users to cultivate the ideas and intention. Seeing others’ participating would raise their interests and effectively being influenced.
Satisfaction: As we examined the effect of “reward/incentive”, it was found that Satisfaction is one of the significant values that can be seen from users’ responses. Users feel satisfied when they gain multiple benefits, positive feedback and feel they have done good thing.
Happiness: Is another important value that users respect. The multiple benefits, positive feedback and encouraging feeling made them feel happy and have positive attitude.
Be encouraged: Lastly, all the users pointed out that they are highly encouraged when they are given positive feedback, compliment and reward; especially when they experience that they are really doing something good and eco-friendly to the Earth. When these values were generated, users’ behaviours are not only influenced, but also reinforced.
Chart 4-6. The Consolidated A-C-V Model for the Persuasive Sustainable Design (See Appendix D.)
4.3 Summary
In this chapter we analysed the data with qualitative methodologies. With the Affinity Diagram and Mean-ends Chain methods we uncovered four categories of influential factors and thirteen critical values in the context of interacting with the persuasive sustainable design.
Chapter 5 Discussion
We have presented our investigations into five related lines of inquiry: (1) persuasive tools; (2) persuasive media; (3) persuasive social actors; (4) social proof phenomenon; and (5) reinforcement effect. Our overall aim has been to explore the influential factors within the targeted users through their contextual experiences and to further examine what values persuasive technology in sustainable design might incorporate. The deliverables deriving from our study could yield a deeper understanding of the relationships between persuasive sustainable designs and the persuaded. In our empirical work, we found participants developed particular ways of seeing and handling the persuasive information.
5.1 Similarity comparison with the Behavioural Chain
According to previous studies, a pattern of behavioural chain was proposed on the use and engagement of online platforms (Figure 5-1, Fogg & Eckles, 2007). In this framework, they explained that users might undergo three phases from the day they first encounter a platform to the day they become familiarised with it.
Figure 5-1. The Behaviour Chain for Online Participation
As can be seen from the Affinity Diagram, there is a similarity between the influential levels of the user responses to persuasive sustainable design and Fogg & Eckles’ behavioural chain for online participation (See Table 4-5). In this paragraph the influential capabilities of persuasive methodologies in sustainable design will be addressed and mapped to the behavioural chain. In the first phase “Discovery”, users get to know the services and visit the platform, which maps to our studies that users’ “Intentions” were persuaded by generating curiosity, interests and reducing effort (See Quote 01, Quote 02).
[Quote 01] User#1:“…Yeah I thought that that area (low food mile zone) on the dynamic map is convenient and yes I will be curious and will want to take a look cuz it’s pretty clear, right? I could just pass by… it’s quite a new thing for me too… and it looks like I can just get everything I need there…”
[Quote 02] User#2: “Um… trying out is important, and it’s interesting that I can get various combinations of new cooking ways, it’s kinda cool! And I like that idea of cooking foreign dishes easily with local food, I thought it would be fun for me to try it at home…”
In the second phase “Superficial Involvement”
,
when users’ “Behaviours” were triggered under the climate of the activity; once their requirements can be satisfied, they may be comfortable to try it and decide to get involved in the platform. However, examination is simultaneously happening to confirm whether the activity they are participating in is worth continuing. More importantly, through transparent information and providing new knowledge (sustainability) to raise users’ trust and reliability are the underlying key factor to effectively orient them to the next phase (See Quote 03, Quote 04, Quote 05). Aside from this, in order to achieve the best outcome, the persuasive tools embedded in the external environment must provide appropriate but not disturbing persuasive-suggestions at the right time and in the right place (Fogg, 2003; Intille, 2004; Mathew, 2005).[Quote 03] User#1: “…the instant discount I get when I bought some low-food-mile stuffs shows that the supermarket considers the concept very important! Otherwise they would promote it this way, right? Well for me it means that they care a lot...”
[Quote 04] User#2: “…for me, that eco-avatar thing IS exactly the sustainable spirit of the supermarket…”
[Quote 05] User#3: “…that low-food-mile eco-tag shows that the supermarket is responsible for it, I will totally go for it cuz it not only attracts my attention but also shows this product is reliable, and has credit…”
In the third phase “True Commitment”
,
in which users’ “Attitudes” were influenced and changed. Users may not only use the platform, but also create its value and content, becoming engaging and even recommending it to other users. To reach this level of intensity, as we found out that in this context, design with “credibility” is one of the most important factors to influence users’attitude towards sustainability. Users’ attitude will be reinforced as they gain reliable, trustworthy and responsible experience, as well as being encouraged by incentives and positive feedback. (See Quote 06, Quote 07).
[Quote 06] User#3: “…Yeah I will be very comfortable buying the stuffs with the traceability information! For me it is pretty reliable to know where it comes from, , I trust it…”
[Quote 07] User#5: “…Yes I will support this idea, cuz it gives me a sense of trust and guarantee…”
[Quote 07] User#6: “…oh discount is nice, of course… and it’s quite encouraging though, also makes me feel that I’m doing the right thing! I will visit next time…”
Table 4-5. The Comparison of Behavioural Chain & A/D of Influenced Levels Fogg & Eckles’
Behavioural Chain
Discovery Superficial Involvement
True Commitment
Learn about service Decide to try Create value & content Visit site Get started
Have the initial ideas Recognise the concept and follow