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On the design of Subly: Instilling Behavior Change during Web Surfing through Subliminal Priming

On the design of Subly: Instilling Behavior Change during Web Surfing through Subliminal Priming

Caraban, A., Karapanos, E., Teixeira, V., Munson, S. A., & Campos, P. (2017). On the Design of Subly: Instilling Behavior Change During Web Surfing Through Subliminal Priming. In International Conference on Persuasive Technology (pp. 163-174). Springer, Cham.

With 50% of people spending over 6 h per day surfing the web, web browsers offer a promising platform for the delivery of behavior change interventions. One technique might be subliminal priming of behavioral concepts (e.g., walking). This paper presents Subly, an open-source plugin for Google’s Chrome browser that primes behavioral concepts through slight emphasis on words and phrases as people browse the Internet. Such priming interventions might be employed across several domains, such as breaking sedentary activity, promoting safe use of the Internet among minors, promoting civil discourse and breaking undesirable online habits such excessive use of social media. We present two studies with Subly: one that identifies the threshold of subliminal perception and one that demonstrates the efficacy of Subly in a picture-selection task. We conclude with opportunities and ethical considerations arising from the future use of Subly to achieve behavior change.

Evangelos Karapanos

April 06, 2017
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  1. Instilling Behavior Change during Web Surfing through Subliminal Priming On

    the Design of Subly: Ana Caraban, Vítor Teixeira, Pedro Campos, Madeira Interactive Technologies Institute, PT Evangelos Karapanos, Cyprus University of Technology, CY Sean A. Munson, University of Washington, USA
  2. One third of owners of activity trackers discard the tracker

    within the first 6 months Ledger, D. (2014)
  3. FirstWordSecondWord Opacity was decreased at rate of 1% every 0.5

    sec STUDY 1 Thresholds of Subliminal Perception
  4. FirstWordSecondWord Participants were asked to look at the screen and

    press the spacebar when noticing a change STUDY 1 Thresholds of Subliminal Perception
  5. Median Opacity threshold (black font) = 0.76 Median Opacity threshold

    (blue font) = 0.73 This difference between blue and black text (3%) was not statistically significant Findings Thresholds of Subliminal Perception
  6. 1. Can we determine the threshold of subliminal perception? 2.

    Can subliminal priming influence users’ decisions? 2 STUDIES
  7. e.g “A bird, a cat and a bear were standing

    on a tree” STUDY 2 Efficacy of subliminal priming
  8. STUDY 2 e.g “A bird, a cat and a bear

    were standing on a tree” Efficacy of subliminal priming
  9. STUDY 2 e.g “A bird, a cat and a bear

    were standing on a tree” Does priming a concept lead to higher likelihood of selecting the corresponding image? Efficacy of subliminal priming
  10. Does priming a concept lead to higher likelihood of selecting

    the corresponding image? STUDY 2 e.g “A bird, a cat and a bear were standing on a tree” 30 participants 9 sentences 3 condition Efficacy of subliminal priming
  11. Supraliminal STUDY 2 66 % Control Subliminal Are participants more

    likely to select a relevant image when a hint is primed in the sentence? Sentences, images and primes were randomized 76 % e.g “A bird, a cat and a bear were standing on a tree” Efficacy of subliminal priming
  12. Were individuals more likely to select a relevant image when

    we primed a hint? 0% 25% 50% subliminal control supraliminal Chance of selection = 33% STUDY 2 33% 33% 33%
  13. Were individuals more likely to select a relevant image when

    we primed a hint? 0% 25% 50% 28% STUDY 2 control
  14. Were individuals more likely to select a relevant image when

    we primed a hint? 0% 25% 50% 42% 28% Subliminal primes leaded to a higher chance of selection p < 0.05 STUDY 2 subliminal control
  15. 0% 25% 50% 28% 24% Aversion effect p = 0.61

    STUDY 2 Were individuals more likely to select a relevant image when we primed a hint? subliminal control supraliminal
  16. STUDY 2 Did priming disrupt the reading process? F(2)=0.04, p=0.96

    F(16)=1.43, p=0.13 F(8)=9.14, p<0.001 Effect of condition on reading time: Effect of the sentence on reading time: Interaction effect between condition and the sentence:
  17. STUDY 2 Did priming disrupt the reading process? Pauses in

    reading High interrater agreement (Cohen’s Kappa=0.85) No significant difference among the three conditions (Fisher’s exact test, p=0.99) a pause in reading leading to silence, a hesitation or a repetition in reading
  18. https://github.com/SublyM-ITI/Subly subly.m-iti.org www Database connection Events definition Interaction Logs http

    request External applications or web browsing behaviors Interactions with primes and webpages