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Tailoring Web Pages for Persuasion on Prevention Topics: Message Framing, Color Priming, and Gender

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Persuasive Technology (PERSUASIVE 2016)

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Abstract

On the Web, as in more traditional influence contexts, the most effective persuasive strategies often depend on the individual characteristics of the message recipient. Unfortunately, most persuasive technology applications currently employ a one-size-fits-all approach to interventions. The study we illustrate investigates two different techniques (message framing and color priming) that can be used in tailoring a persuasive Web page about a prevention topic. The findings of our study highlight interactive effects between message framing and color priming, and advance the results in the literature by showing that red enhances the effects of framing in a gender-based fashion. The obtained results also provide practical guidance for automatic tailoring of persuasive Web pages about prevention topics, suggesting a strategy based on gender, an information about the user that is typically readily available in social network profiles, and other Web sites to which people register.

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Authors and Affiliations

  1. Human-Computer Interaction Lab, University of Udine, via delle Scienze 206, 33100, Udine, Italy

    Luca Chittaro

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  1. Luca Chittaro
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Correspondence to Luca Chittaro .

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Editors and Affiliations

  1. University of Salzburg, Salzburg, Austria

    Alexander Meschtscherjakov

  2. Philips Research, Eindhoven, The Netherlands

    Boris De Ruyter

  3. University of Salzburg, Salzburg, Austria

    Verena Fuchsberger

  4. University of Salzburg, Salzburg, Austria

    Martin Murer

  5. University of Salzburg, Salzburg, Austria

    Manfred Tscheligi

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Chittaro, L. (2016). Tailoring Web Pages for Persuasion on Prevention Topics: Message Framing, Color Priming, and Gender. In: Meschtscherjakov, A., De Ruyter, B., Fuchsberger, V., Murer, M., Tscheligi, M. (eds) Persuasive Technology. PERSUASIVE 2016. Lecture Notes in Computer Science(), vol 9638. Springer, Cham. https://doi.org/10.1007/978-3-319-31510-2_1

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  • DOI: https://doi.org/10.1007/978-3-319-31510-2_1

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-31509-6

  • Online ISBN: 978-3-319-31510-2

  • eBook Packages: Computer ScienceComputer Science (R0)

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