Unconscious persuasion by Ambient Persuasive Technology: evidence for the effectivity of subliminal feedback

Jaap Ham, Cees Midden, Femke Beute

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

1 Citation (Scopus)

Abstract

In this paper we explore a fundamental characteristic of Ambient Persuasive Technology: Can it persuade the user without receiving the user's conscious attention? In a task consisting of 90 trials, participants had to indicate which of three household appliances uses the lowest average amount of energy. After each choice, participants in the supraliminal feedback condition received feedback about the correctness of their choice through presentation of a smiling or a sad face for 150 ms. Participants in the subliminal feedback condition received identical feedback, but the faces were presented only for 25 ms, which prohibited conscious perception of these stimuli. The final third of the participants received no feedback. In the next task, participants rated the energy consumption of all presented appliances. Results indicated that supraliminal feedback and subliminal feedback both led to more correct energy consumption ratings as compared to receiving no feedback. Implications are discussed.

Original languageEnglish
Title of host publicationAdaptive and emergent behaviour and complex systems - Proceedings of the 23rd Convention of the Society for the Study of Artificial Intelligence and Simulation of Behaviour, AISB 2009
Pages16-21
Number of pages6
Publication statusPublished - 1 Dec 2009
Event23rd Convention of the Society for the Study of Artificial Intelligence and Simulation of Behaviour, AISB 2009 - Edinburgh, United Kingdom
Duration: 6 Apr 20099 Apr 2009

Conference

Conference23rd Convention of the Society for the Study of Artificial Intelligence and Simulation of Behaviour, AISB 2009
CountryUnited Kingdom
CityEdinburgh
Period6/04/099/04/09

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