all [ 2], while other people are more susceptible to some strategies than to others [ 6]. Explorations of this heterogeneity—revealed through people’s responses when repeatedly exposed to multiple strategies—all show a similar picture: Any influence strategy, such as authority or consensus, increases compliance on average. But for some people, a particular strategy leads to lower compliance. These people do not respond aversely to every strategy. For example, like Joey, some people who respond negatively to authority respond positively to consensus.

an explanation of why a particular book was recommended.

Since persuasion profiles can be used across multiple contexts and without an individual’s knowledge, they sound scary and perhaps unethical. We contend they will be one of the marketing currencies of the future. Persuasion profiles can be created, used, shared, and sold [ 1]. And for Joey, for now, it was for the better.

Joey can’t sleep—he’s too excited
about going to school tomorrow wear-
ing the new jeans his dad bought him.
He’s lost 15 pounds over the last few

near future, how should we respond to it as technology designers, as individuals, and as a society? That is, how can we imagine the effects of widespread persuasion profiling? The Envisioning Cards [ 4], a set of prompts that help a design team anticipate the ethical implications of new technologies, can help spark our moral imagination.

The cards fall into four major categories. Stakeholders cards help designers consider effects for intended users, unintended users, and non-users. Time cards suggest long-term perspectives on technol-

 

Joey had no clue that the SNS collected this type of information, nor was he aware of the use or effectiveness of influence strategies. This, too, makes the persuasion profile distinct from the kinds of online profiles with which we are already familiar. Even if we don’t understand exactly how it works, we know that Amazon.com profiles our book preferences because we see that its recommendations relate to our past purchases. This profiling is disclosed and somewhat transparent. We can even click to get

months—earning many thumbs-up along the way from his new friends online. He goes down to the kitchen to get a glass of water. On the stairs, he overhears his parents talking—maybe about him. “Such a miracle”... “never would have done anything on his own”...“good thing I found out”.... Found out what? Suddenly worried, Joey listens a bit more and then quietly heads back upstairs.

Envisioning Futures
Given the possibility of persuasion
profiling emerging now and in the
ogy use. Values cards help designers
envision impacts of the technology
on values, such as privacy, inclusiv-
ity, self-efficacy, and trust. Finally,
cards focused on pervasiveness
support imagining the technol-
ogy’s potential effects outside the
context for which it was originally
designed. Each card suggests an
activity or poses a question. For
example, the Value Tension card
states, “Value tensions occur when
supporting one value challenges
another value. They can occur
within a single individual (honesty

September + October 2011