Abstract
In this chapter, we give an overview on the use of pervasive computing to persuade customers in the shopping context and therefore present novel approaches towards Pervasive Persuasive Advertising. We synthesize the results of three studies, each of which lasted several days and was conducted with situated prototypes in actual shopping environments. The aim of these prototypes was to influence the customers’ shopping behavior by means of persuasive strategies and to ultimately improve the overall shopping experience. Based on these studies, we give a characterization of the shopping context and propose a contextually adequate persuasive strategy based on striking the balance between engagement and unobtrusiveness.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bäckstrom, K., Johansson, U.: Creating and consuming experiences in retail store environments: comparing retailer and consumer perspectives. J. Retail. Consum. Serv. 13(6), 417–430 (2006)
Brignull, H., Rogers, Y.: Enticing people to interact with large public displays in public spaces. In: Proceedings of INTERACT’03. Ios Press, Zurich (2003)
Cialdini, R.B.: Influence: Science and Practice. Allyn & Bacon, Boston (2000)
Consolvo, S., McDonald, D.W., Landay, J.A.: Theory-driven design strategies for technologies that support behavior change in everyday life. In: CHI ‘09: Proceedings of the 27th International Conference on Human Factors in Computing Systems. ACM, Boston (2009)
Davenport, T., Beck, J.C.: The Attention Economy: Understanding the New Currency of Business. Harvard Business School Press, Boston (2001)
Fogg, B.J.: Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kaufmann Publishers Inc., San Francisco (2003)
Fogg, B.J.: The six most powerful persuasion strategies. In: Persuasive 2006, vol. 3962. Springer, Eindhoven (2006)
Gustafsson, A., Gyllenswärd, M.: The power-aware cord: energy awareness through ambient information display. In: CHI ‘05: CHI ‘05 Extended Abstracts on Human Factors in Computing Systems. ACM, Portland (2005)
Lindstrom, M.: Buy-Ology: Truth and Lies about Why We Buy. Doubleday, Garden City (2008)
McCarthy, J.F., Costa, T.J., Liongosari, E.S.: UniCast, OutCast & GroupCast: three steps toward ubiquitous, peripheral displays. In: UbiComp ‘01: Proceedings of the 3 rd International Conference on Ubiquitous Computing. Springer-Verlag, Atlanta (2001)
Meschtscherjakov, A., Reitberger, W., Lankes, M., Tscheligi, M.: Enhanced shopping: a dynamic map in a retail store. In: UbiComp 2008: Proceedings of the 10th International Conference on Ubiquitous Computing, vol. 344. ACM, Seoul (2008)
Obermair, C., Reitberger, W., Meschtscherjakov, A., Lankes, M., Tscheligi, M., et al.: perFrames: persuasive picture frames for proper posture. In: Øhrstrøm, P. (ed.) Persuasive Technology. Lecture Notes in Computer Science, vol. 5033, pp. 128–139. Springer, Berlin/Heidelberg (2008). doi:10.1007/978-3-540-68504-3_12
Petty, R.E., Cacioppo, J.T.: Attitudes and Persuasion: Classic and Contemporary Approaches. Westview Press, Boulder (1996)
Petty, R.E., Cacioppo, J.T., Strathman, A.J., Priester, J.: Persuasion: Psychological In-sights and Perspectives, pp. 81–116. Sage, Thousand Oaks (2005)
Pinhanez, C., Podlaseck, M.: To frame or not to frame: the role and design of frameless displays in ubiquitous applications. In: UbiComp 2005: International Conference on Ubiquitous Computing. Springer, Berlin/Heidelberg (2005)
Reitberger, W., Obermair, C., Ploderer, B., Meschtscherjakov, A., Tscheligi, M.: Enhancing the shopping experience with ambient displays: a field study in a retail store. In: AmI 2007. Springer, Berlin/Heidelberg (2007)
Reitberger, W., Ploderer, B., Obermair, C., Tscheligi, M.: The perCues framework and its application for sustainable mobility. In: Persuasive 2007, vol. 4744. Springer, Palo Alto (2007)
Reitberger, W., Tscheligi, M., de Ruyter, B.E.R., Markopoulos, P.: Surrounded by ambient persuasion. In: CHI 2008: Extended Abstracts on Human Factors in Computing Systems. ACM, Florence (2008)
Reitberger, W., Meschtscherjakov, A., Mirlacher, T., Scherndl, T., Huber, H., Tscheligi, M., Mirnig, N., Pöhr, F.: A persuasive interactive Mannequin for shop windows. In: Persuasive 2009. ACM Press, Claremont (2009)
Rogers, Y.: Moving on from Weiser’s vision of calm computing: engaging UbiComp experiences. In: UbiComp 2006: Proceedings of the 8th International Conference on Ubiquitous Computing, vol. 4206. Springer, Orange County (2006)
Russell, M.G.: Benevolence and effectiveness: persuasive technology’s spillover effects in retail settings. In: Persuasive 2009. ACM Press, Claremont (2009)
Schmidt, A., Alt, F., Holleis, P., Müller, J., Krüger, A.: Creating log files and click streams for advertisements in physical space. Adjunct Proceedings of UbiComp 2008 (2008)
Sukaviriya, N., Podlaseck, M., Kjeldsen, R., Levas, A., Pingali, G., Pinhanez, C.: Augmenting a retail environment using steerable interactive displays. In: CHI 1992: Proceedings of the Conference on Human Factors and Computing Systems. ACM, Monterey (1992)
Tscheligi, M., Reitberger, W.: Persuasion as an ingredient of societal interfaces. Interactions 14(5), 41–43 (2007)
Underhill, P.: Why We Buy: The Science of Shopping. Simon & Schuster, New York (2000)
van Loenen, E., Lashina, T., van Doorn, M.: Interactive shop windows. In: Ambient Lifestyle: From Concept to Experience. BIS Publishers, Amsterdam (2006)
Vogel, D., Balakrishnan, R.: Interactive public ambient displays: transitioning from implicit to explicit, public to personal, interaction with multiple users. In: UIST ‘04: Proceedings of the 17th Annual ACM Symposium on User Interface Software and Technology. ACM, Santa Fe (2004)
Weiser, M., Brown, J.S.: The Coming Age of Calm Technology. Xerox PARC, Palo Alto (1996)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2011 Springer-Verlag London Limited
About this chapter
Cite this chapter
Reitberger, W., Meschtscherjakov, A., Mirlacher, T., Tscheligi, M. (2011). Ambient Persuasion in the Shopping Context. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_15
Download citation
DOI: https://doi.org/10.1007/978-0-85729-352-7_15
Published:
Publisher Name: Springer, London
Print ISBN: 978-0-85729-351-0
Online ISBN: 978-0-85729-352-7
eBook Packages: Computer ScienceComputer Science (R0)