ComTech: Towards a unified taxonomy of persuasive techniques for persuasive technology design

Few development taxonomies of persuasive techniques that unify the key disciplines involved in the design of persuasive technology have been proposed. With most prior taxonomies existing in silos, it is difficult to see how different disciplines fit together to realize a persuasive system. The objective of this conceptual paper is to propose a unified taxonomy of persuasive techniques for persuasive technology design, called “ComTech,” that encompasses communication design, user experience design, and persuasive design by extending, refining, breaking down, and integrating relevant existing standalone taxonomies/frameworks. “Com” stands for the “communication design” aspect of persuasive technology, subdivided into two major types: framing- and appeal-based. From the existing literature, we teased out six categories of communication design: non-equivalenT, Equivalence- and Modality-based framing, and Pathos-, Logos-, and Ethos-based appeal (TEMPLE). Moreover, “Tech” stands for the “technology design” aspect of persuasive technology, subdivided into two major components: user experience and persuasive design. Building on Walter's hierarchical model of user needs, we teased out seven dimensions of user experience design from the literature: Hedonic Quality, Usability, Efficacy, Dependability, Credibility, Utility, and Protectability (HUED CUP). Similarly, extending Oinas-Kukkonen and Harjumaa's Persuasive System Design taxonomy, we teased out six categories of persuasive strategies—Collaboration, Adaptation, Learning, Facilitation, Incentive, and Nudging (CALFIN)—grounded in sociopsychological theories. The six categories can be regarded as six pillars of persuasive technology, which, combined with communication and user experience design, can be employed to stimulate, motivate, and facilitate behavior change. The main contribution of the conceptual paper is theoretical in nature with practical applications in the persuasive technology domain. For example, the ComTech taxonomy can help researchers and designers to visualize how the various persuasive techniques spanning communication design, user experience design, and persuasive design fit together to foster behavior change. Moreover, it can help behavior change stakeholders find, make sense of, and use the right persuasive techniques and strategies efficiently and effectively in the design, implementation, and evaluation of technological interventions aimed at changing behaviors in different domains such as health, education, and energy conservation.