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Six Patterns for Persuasion in Online Social Networks

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Persuasive Technology (PERSUASIVE 2008)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 5033))

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Abstract

Social psychology research has shown that persuasion happens in predictable ways. To identify patterns of persuasion in online social networks, we studied Facebook as a persuasive technology. Using a Grounded Theory approach, we found and named six persuasion patterns. Four patterns that led to large-scale viral adoption—Provoke and Retaliate, Reveal and Compare, Expression, and Group Exchange—are native to Facebook. Two patterns—Competition and Deception—are adapted to Facebook. We describe these native and adapted patterns and offer psychological explanations for each. We conclude that persuasion in online social networks follows regular, observable patterns, and we suggest promising avenues for future research.

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Authors and Affiliations

  1. Stanford University, 450 Serra Mall, Stanford, CA 94305

    G. Michael Weiksner, B. J. Fogg & Xingxin Liu

Authors
  1. G. Michael Weiksner
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  2. B. J. Fogg
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  3. Xingxin Liu
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Editor information

Harri Oinas-Kukkonen Per Hasle Marja Harjumaa Katarina Segerståhl Peter Øhrstrøm

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© 2008 Springer-Verlag Berlin Heidelberg

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Weiksner, G.M., Fogg, B.J., Liu, X. (2008). Six Patterns for Persuasion in Online Social Networks. In: Oinas-Kukkonen, H., Hasle, P., Harjumaa, M., Segerståhl, K., Øhrstrøm, P. (eds) Persuasive Technology. PERSUASIVE 2008. Lecture Notes in Computer Science, vol 5033. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-68504-3_14

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  • DOI: https://doi.org/10.1007/978-3-540-68504-3_14

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-68500-5

  • Online ISBN: 978-3-540-68504-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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