• Roy Bendor
Part of the Palgrave Studies in Media and Environmental Communication book series (PSMEC)


This chapter describes the design and use of interactive media aimed at closing the “attitude-behavior gap” by influencing the behaviors of their users. The chapter draws from contemporary work in cognitive science and behavioral psychology and surveys a wide variety of persuasive interactions with varying degrees of prescriptiveness—from “seducing” users to engaging them with what B.F. Skinner calls a “technology of behavior.” The image of sustainability that emerges from persuasive uses of interactive media is of a delicate balance between human and nonhuman interests, one that can only be restored by inculcating more sustainable, or less unsustainable, behaviors.


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© The Author(s) 2018

Authors and Affiliations

  • Roy Bendor
    • 1
  1. 1.Delft University of TechnologyDelftThe Netherlands

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