Anyone who has ever mindlessly scrolled through social media, captivated by the never-ending flow of notifications and customized content, has experienced the power of persuasive technology. Persuasive technology is any digital system that influences user behavior or attitudes.1 Various interactive platforms, including social media, health apps, ecommerce websites, and educational apps, fall under this term. Persuasive technology urges users toward a desired outcome, whether that outcome is purchasing a product, adopting a better lifestyle, or staying hooked on a particular app or service.
Persuasive technology is based on various psychological principles, such as social influence and self-image. Incorporating these principles into user experience, designers create appealing, intuitive, and effective interfaces that shape user behavior. An example of this would be social media platforms that use algorithms to personalize content based on user's past behavior and preferences. These algorithms create a feedback loop where users engage with content that meets their interests, strengthening the platform's algorithms to show more of the same content. However, algorithms are not all positive, as they can create bubbles in which users are exposed to information confirming only their beliefs and biases.
Persuasive technology is any digital system that influences user behavior or attitudes. Various interactive platforms, including social media, health apps, ecommerce websites, and educational apps, fall under this term.Another example of persuasive technology in action can be seen in the design of fitness apps. These apps gamify user experience and use positive feedback to motivate users to reach their fitness goals. Health and fitness apps aid users in creating and sustaining healthy habits by establishing attainable goals, monitoring progress, and offering incentives for achievement.
Persuasive technology has positive effects, but its ethical implications require closer examination. For example, some critics argue that the customization of content on social media platforms creates echo chambers that build hostile political views and contribute to the spread of fake news.2 Moreover, there are concerns about data privacy, with some health apps and other digital systems collecting large amounts of personal data about users.
While persuasive technology can shape our digital experience positively, it is vital to be aware of its hidden and ethical involvements.3 Social media, a prime example of persuasive technology, has a profound influence on our perceptions, emotions, and behaviors. By understanding the psychological principles behind the design of technologies such as social media and being mindful of our behavior when engaging with them, we gain the power to dictate our engagement with persuasive technologies. This empowers us to foster a more balanced relationship with technology and ensures that it is used as a tool for our benefit, not our detriment.
Benefits of Persuasive Technology
While persuasive technology can lead to unintended and unethical consequences if misused, it can offer numerous benefits when used appropriately. This technology can accompany us via our devices, guiding, educating, and assisting us in various ways.
Persuasive technology in health—One key area where persuasive technology plays a significant role is health. It not only aids patients in better managing their conditions and prescribed treatments but also assists in everyday health management. For instance, an app designed to remind you to drink water, exercise, and monitor your food intake can be a simple yet effective use of persuasive technology.4
Persuasive technology in education—In education, persuasive technology motivates students and individuals to learn and acquire knowledge. It assists people in learning new things and tasks.5
Persuasive technology for information security awareness—Organizations can leverage persuasive technology to deliver comprehensive awareness and train their workforce in information security awareness. This, in turn, can result in a positive shift in employee behavior, thereby enhancing the organization's overall security posture.6
Persuasive technology is ubiquitous and integrated into many aspects of our lives. If we pause to observe, we can see its positive and negative impact on our daily lives.
Social Media as a Persuasive Technology
Social media platforms are created to meet the human need for connection, acceptance, and belonging. We gain instant satisfaction with every notification, like, or comment, reinforcing our desire to stay connected and engaged.
Those who design social media algorithms are like modern-day pied pipers. They use data-driven insights to curate feeds that pique user desires and inflame their anxieties. Many people spend hours scrolling through their feeds, comparing themselves to others, and feeling envious. The average person spends 3 hours daily on social media, and the younger generation even more than that, which means that billions of joint hours are lost to scrolling.7 This time spent on social media hurts productivity, attention spans, and real-world connections.
The effect of social media goes further than lost time. Social media platforms create chambers that amplify misinformation, regardless of factual accuracy. These platforms feed users content that confirms their beliefs—leading to fractured information landscapes where critical thinking has gone out the window.8
The obsession with receiving social validation through “likes” and other forms of engagement has been shown to cause significant harm to attention spans. In addition, our brains have become more susceptible to outrage and angry tweets, leading to the replacement of reasonable debates with childish arguments. Online social pressure and cyberbullying can have a severe impact on mental health, especially for teenagers, rendering them particularly vulnerable.9 Furthermore, content algorithms can push users towards extremism and conspiracy theories, promoting radical content that can inspire violent acts in online communities.10 Notably, more than 60% of people worldwide use social media, and its influence can extend to as many as 4.95 billion individuals.11 Consequently, social media holds significant power in shaping world history, and the forces it has unleashed may impact future generations, potentially blurring the line between fact and fiction and leading to societal divisions.12 The implications of this phenomenon are significant, and proactive measures must be taken to mitigate these effects.
The goal of social media creators is to keep users engaged and make a profit. The more time users spend on these platforms, the more ad revenue their creators generate. However, the cost to well-being, collective discourse, and democracy is not measurable. In this way, we (humans) are the product.
Risk
The effects of persuasive technology, especially on social media, stretch far, impacting individuals' wellbeing, society's dynamics, and even democracy. There are five key areas where persuasive technology facilitates risk:
- Mental health—Social media's curated feeds and focus on comparison exacerbate feelings of anxiety, depression, and inadequacy. The continuous notification rotation and fear of missing out (FOMO) can also cause sleep disruptions and lower attention spans.13
- Addiction and dependence—The design of social media platforms, with their gamified elements and rewards, can be very addictive. It can cause obsessive checking, neglect of real-world relationships and responsibilities, and problems disconnecting from the digital world.
- Identity figure and self-esteem—Social media can significantly shape self-image, specifically for young people.14 Regular exposure to unrealistic beauty ideals and online personas can hurt self-esteem and body image.
- Weakening of trust—The spread of misinformation and hateful content on social media can pollute trust between individuals and even institutions. This distrust can strain social attachment and discourage civil discourse.
- Political manipulation— Persuasive tactics/technologies can manipulate public opinion and influence elections. Social media algorithms can inadvertently create silos that can radicalize individuals.
Recommendations
To safely utilize persuasive technologies, there are five recommendations for organizations:
- The use of persuasive technology should always aim for ethical outcomes.
- Organizations must take responsibility for the predictable results of their persuasive technology solutions and address potential ethical issues.
- To ensure transparency, organizations should disclose their motivations, methods, and intended outcomes of using persuasive technology.
- Organizations must never use persuasive technology to coerce individuals into doing something users have not consented to.
- The persuasive technology solution should respect and protect users' privacy and confidentiality.
Overall, the impact of persuasive technology is complicated and multifaceted. Although it offers benefits such as connection, information, and entertainment, the possible downsides necessitate careful consideration. It is critical to be aware of the persuasive tactics employed by these technologies and develop strategies to use them responsibly and ethically.
Conclusion
Understanding how technology leverages principles of psychology, social influence, and user experience to guide behavior is important. By examining the evolving landscape of persuasion in a world increasingly intertwined with technology, one can utilize the better part of persuasive technology and reap its benefits. Remembering that technology is not inherently evil as we navigate this complex terrain is essential. Persuasive design can be used for positive change, promoting healthier habits, enhancing learning outcomes, and encouraging environmental sustainability. However, by understanding its inner workings and potential pitfalls, we can become more informed users, shaping our technological landscape towards a future where humans and technology coexist in a mutually beneficial dance, not a power struggle.
Endnotes
1
Muhammed, S.; Mathew, S.; ”The Disaster of Misinformation: A Review of Research in Social Media,” International Journal of Data Science and Analytics, vol. 13, 15 February 2022; Center Of Humane Technology, “Persuasive Technology: How Does Technology use Design to my Behavior?,” 17 August 2021
2 Op cit Muhammed, S.
3 Zinda, N.; “The Ethics Of Persuasion In Technology,” The City University Of New York (CUNY), 21 February 2019
4 Orji, R.; Moffatt, K.; “Persuasive Technology for Health and Wellness: State-of-the-Art and Emerging Trends,” Health Informatics Journal, May 2016
5 Devincenzi S.; Kwecko V.; Tolêdo F. P.; et al.; “Persuasive Technology: Applications in Education,,” October 2017
6 Hani A. Q.; Mohammed A. B.; Shuaibu H. U.; et al.; “Persuasive Technology Contributions Toward Enhance Information Security Awareness in an Organization,” International Journal of Computer Trends and Technology, vol. 10, no. 4, April 2014,
7 Statista, “Daily Time Spent on Social Networking by Internet Users Worldwide from 2012 to 2025 (in Minutes),” 2024
8 Kreps, S.; The Role Of Technology In Online Misinformation, The Brookings Institution, June 2020
9 Katella, K.; “How Social Media Affects Your Teen’s Mental Health: A Parent’s Guide,” Yale Medicine, 8 January 2024; U.S. Department of Health and Human Services (HHS), Social Media and Youth Mental Health
10 Harris, T.; “Our Brains Are No Match for Our Technology,” The New York Times, 12 December 2019
11 DataReportal, “Global Social Media Statistics,” January 2024
12 Hsu, T.; Thompson, S.A.; “Disinformation Researchers Raise Alarms About A.I. Chatbots,” The New York Times, 20 June 2023; Giving Compass Network, PERSUASIVE TECHNOLOGY CAN BE SOCIALLY DAMAGING, 4 Oct 2018
13 Gupta, M.; Sharma, A.; “Fear of Missing Out: A Brief Overview of Origin, Theoretical Underpinnings and Relationship With Mental Health,” National Library of Medicine, 6 July 2021
14 Jacobson, R.; “Social Media and Self Doubt,” Child Mind Institute, 8 March 2024
Sunil Arora
Is a cybersecurity expert with more than 17 years of experience in financial institutions, healthcare, telecom, and technology services industries. He is a passionate cybersecurity advocate and an expert on cloud security, information security advising, secure design and architecture, and risk management. In addition, Arora is an influencer and enabler for technology and business teams to make informed, effective information security choices. He is associate director of Security Architecture at Humana Inc. while pursuing his Ph.D. in Cyberdefense.