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| Title | Constructing Compelling Persuasive Messages: A Pilot Study Among University Students Assessing Three Persuasive Technology Strategies |
| Authors | Fidelia Orji, Francisco Gutierrez, Julita Vassileva |
| Publication date | 2024 |
| Abstract | Persuasive messages and communications are powerful tools for influencing individuals' behaviours in a specific manner. A range of persuasive strategies are employed to construct persuasive messages to make them more effective. In this research, we investigated the persuasiveness of messages constructed based on three persuasive strategies (social comparison, commitment and consistency, and self-monitoring) in encouraging students to engage actively with their learning management system (LMS) in a real university course-based setting. We constructed persuasive messages based on the strategies and then conducted a survey study among university students who use LMS for a course to evaluate the messages in terms of perceived persuasiveness measured using four factors: motivational, effective, appropriate, and convincing. Our results suggest that messages exploiting the three strategies could be used to influence student engagement with online systems and that message content significantly impacts persuasiveness. Also, the results showed that messages employing the self-monitoring strategy were more persuasive, followed by commitment and consistency, and then social comparison. This study's findings shed light on the varying degrees of effectiveness of the three persuasive technology strategies in education. Additionally, the research highlights the importance of tailoring persuasive messages to specific target audiences and behaviours. The implications of these findings for persuasive technology design and research are discussed. |
| Pages | 44-58 |
| Conference name | International Conference on Adaptive Instructional Systems |
| Publisher | Springer Nature Switzerland AG (Cham, Switzerland) |
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