Online Persuasion in Facebook and Mixi: A Cross-Cultural Comparison

  • B. J. Fogg
  • Daisuke Iizawa
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5033)


Social networking sites persuade millions of users each day to adopt specific behaviors. To understand this phenomenon in the context of persuasive technology, we analyzed how persuasion takes place in leading social networking sites from two different countries: Facebook in the U.S. and Mixi in Japan. We compared the two services on four persuasion goals: creating profile pages, inviting friends, responding to content by friends, and returning to the site often. Our analysis reveals the differences and similarities in how Facebook and Mixi are designed to influence users toward the achievement of these four goals. In general, Facebook’s persuasive design is more assertive and mechanistic, while Mixi’s approach, by comparison, is subtle and indirect. These persuasion styles seem to map generally to cultural differences between the U.S. and Japan.


persuasion captology social networking persuasive technology behavior chain persuasive design cultural comparison Mixi Facebook 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • B. J. Fogg
    • 1
  • Daisuke Iizawa
    • 1
  1. 1.Stanford UniversityStanford

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