Smart media (NWO Creative Industries Embedded Project, 2015-2016)

Funding scheme: NWO Creative Industries – Embedded Grant

Applicants: Christian Burgers, Allison Eden, Elly Konijn

Societal partners: Motivaction, IC3D Media, DTV Consultants, Germans Media

Post-doc researchers: Marieke Haan (WP1), Kasper Welbers (WP2 and WP3)

Research assistant: Britta Brugman

Running time: June 2015 – May 2016

Output: Two WPs completed and journal papers in the final stage of writing. Third WP: data collection complete, in data analysis stage

Project Summary:
Interventions based on smart media and persuasive games are relatively new tools to stimulate pro-social mobility behavior (car-sharing, taking public transport). While current interventions and theories provide a solid basis, two important gaps still exist: (1) Current research rarely takes individual differences into account, raising questions how persuasive games should be targeted at different demographic and lifestyle groups. (2) Current empirical evidence on persuasive game effects is often based on student samples limited in diversity. This raises the question which design elements affect sustained play and behavior change for differential demographic and lifestyle target groups. We take a three-step approach to answer these questions.

In Step-1, we construct and validate a measurement instrument to identify differential sustainability groups. This instrument will be based on a white paper on sustainability values by private partner Motivaction.

In Step-2, we test which design features in persuasive games are most appealing and effective. Together with private partners IC3D Media and Germans Media, we design a persuasive mobility game based on best practices from private partner DTV Consultants in transportation. We create different game versions to test which design elements (avatar, feedback) works best for whom.

In Step-3, we combine results from Steps-1 and 2. We test the effectiveness of targeting design features (as defined in Step-2) to the different sustainability groups (as defined in Step-1) to show the added value of targeted game design.

Results provide scientifically-based best practices to underpin existing and future persuasive-game interventions focused on mobility behavior.burgers