Motivating User Participation in Social Computing Applications. Julita Vassileva Computer Science Department University of Saskatchewan
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1 Motivating User Participation in Social Computing Applications Julita Vassileva Computer Science Department University of Saskatchewan
2 Adaptation to Community Needs Adaptation to Individual Needs Outline Introduction Theories of Motivation and Design Approaches Economics Markets I-Help Behavioural Economics Gamification Comtella Psychology Interventions WiseTales Trends
3 Theories of Motivation: Economics People are utility maximizers Create a rewards system and people will follow Designing rules of an auction (game-theory); rational agents have no incentive to deviate from the rules Overall goal: to optimize overall system performance by a number of criteria Rules apply to everyone (no personalization)
4 Example: I-Help, 1999 Because..? But..
5 I-Help Economy Incentive: earning currency by helping others Price regulates the demand and supply However, knowledge is an externality The goal of the system is to max the knowledge...
6 Challenges How much users should know about the mechanism? Should focus on learning, not on making money How to prevent gaming? Design of the user interface: What metaphor? How much control over the bargaining? How much knowledge of the rules? How to adapt the mechanism at run time? Responding to unpredicted patterns of undesirable behaviour: at micro level (policing) or at macro level (dynamically changing the rules)...
7 Other systems based on markets Micro-payments in P2P systems Invisible for users, cashed automatically for better download speed Google Answers (Rafaeli et al., 2008) help for real $$, closed down in 2006 due to massive abuse Yahoo Answers - no currency, but... Reputation!
8 Theories of Motivation: Behavioural Economics People are irrational (not perfectly selfish) and make decisions under the influence of various factors: Social Emotional Cognitive (limited cognition) Example of irrational behaviours, e.g.: Striving for fairness / inequity aversion (Fehr, 2001) Reciprocal altruism (Fehr et al, 2003) Focus on free (Ariely, 2008) Easily influenced (by expectations, ownership, social norms) (Ariely, 2008)
9 Gamification of Social Sites Practitioner s guides (e.g. J. Porter at Bokardo.com, O Reilly Crumlish & Malone) User experience design approach integration of Game Mechanics in non-game environments, to increase audience engagement, loyalty and fun ( A number of patterns, rules and feedback-loops, e.g. Ownership Achievements Status / Reputation Community collaboration and quests
10 Reputation economies Theoretical basis: Kollock P., 1999, The Economics of Online Cooperation Raymond, E., 2000, Homesteading the Noosphere Difference between Status and Reputation Status can be earned by oneself (e.g. climbing levels in a game), Reputation is earned by recognition from others Examples Facebook number of friends Amazon reviewer s reputation by ratings of others
11 Example: Comtella, 2003 Status can be earned by contributing more papers. Ownership: a virtual card, brings privileges Can be lost if the user stops contributing (Fear) User have to be aware of her achievement: leader-board (social vis) Allows social comparison
12 Number of New Sharing Evaluation Results Great increase in participation, but temporary Gaming Distribution of the Orginal Contributions on Each Topic over Time Overall System (Community) Needs: -- Specific time-pattern of contributions is preferred -- Quality of contributions is more important than quantity Without status and visualization Topics over Time With status and vis
13 Comtella: Next Iteration Status was kept: shown by different colors in the vis. Reputation was added: shown as brightness Dynamic and personalized rewards
14 Evaluation Controlled study, 21 students Mechanism was very effective in stimulating exactly the desired behaviour No over-contributions Users in experimental group brought higherquality papers than the control group Users in experimental group brought contributions earlier than in the control group
15 A Critical View of Gamification Influential bloggers (McDonald, Radia): Ubiquitous points gathering will turn away the most creative elite users, who are most valuable for any community of social app. Need to develop different types of games, that would foster a sense of achievement (self-efficacy), work along the intrinsic motivations of users rather than replacing them with points and badges... Turning back to fundamental questions of what motivates people...
16 Theories of Motivation: Psychology There are far too many... General theories: Self-determination theory (competence, autonomy, relatedness) (Deci & Ryan) Theory of Planned behavior (Ajzen, 1985) Needs-based theories: Social, Intrinsic, Extrinsic: Rewards-based: Maslow s hierarchy Cognitive Dissonance(Festinger) Reinforcement th. (Skinner) Alderfer s ERG theory Two-factor theory (Herzberg) Expectancy theory Acquired needs theory Equity theory Self-efficacy (Bandura) Goal setting theory (Latham&Locke) Intrinsic Social Extrinsic
17 Example: Cognitive Dissonance Th. Social Comparison (Festinger, 1957): people tend to compare themselves with others, who they perceive as similar to them, in order to evaluate or enhance some aspects of the self Assimilation serves self-enhancement if comparing to a superior peer (role model) Contrast protects subjective well-being (also selfenhancement) if comparing with an inferior peer Explains motivational effect of leader-board patterns, e.g. Comtella visualization
18 Example: Reciprocation theory People tend to return favours... (Fehr et al, 2002)
19 Social Visualizations for Reciprocation Pravdoliub Ivanov Comtella-D: Webster & Vassileva, 2006 Flower-Vis: Raghavun & Vassileva, 2010
20 Evaluation Comtella-D: it worked... In controlled study, peripheral users became more connected to the core, and users in the core got involved in more reciprocal relationships; however users didn t acknowledge motivational effect in the questionnaire FlowerVis: it didn t work Three control studies showed no motivational effect Very small studies, hard to attract participants...
21 Theories of Motivation: Common Identity and Common Bond The common identity theory makes predictions about the causes and consequences of people s attachment to the group as a whole The common bond theory makes predictions about the causes and consequences of people s attachment to individual group members.
22 Recommendations for Design (Kraut, Ren, Kiesler, 2007): Identity-based communities should have clear mission statements and policies to keep conversation on topic, can tolerate anonymity and large numbers of participants, and can conduct all communication in public forums. Bond-based communities should phrase their mission statements to encourage members to engage in and to tolerate conversations on wide-ranging topics, and would improve if the numbers of participants were limited, and if they had mechanisms for private communication and identifying members
23 Example: ourwisetales New Community Common Identity or Common Bond? Sahib & Vassileva, 2009
24 Evaluation It didn t work Users understood the visualization, but stated that they won t be motivated to contribute more of the kind of stories that are needed by the community Several users indicated preference for earning reputation by collecting ratings by others Several users indicated that they would be motivated more by the comments of other users (seeking common bond?)
25 Lessons Learned It is much harder to design successful mechanisms based on intrinsic / gentle approaches Individual differences in motivation play a bigger role Need for individual interventions (e.g. personal messages, Harper et al, 2007) More place for user modeling and personalization The environment can look differently for different users, and still they participate in the same community, or play the same game...
26 Future Trends Combining Different Incentive Mechanisms in One System and Personalization Adaptive Incentive Mechanisms Blurring the Boundary Between Real and Virtual: Mechanism Design and Persuasion Important Application Area: Self-Directed Learning
27 More information julita.usask.ca
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-Attitude- Abdullah Nimer Attitude refers to evaluation of things. The things can be concrete objects like cars or ideas like Marxism. Attitudes have: an affective component a cognitive component a behavioral