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Towards Personality-driven Persuasive Health Games and Gamified Systems

Rita Orji, Lennart E. Nacke, and Chrysanne Di Marco. 2017. Towards Personality-driven Persuasive Health Games and Gamified Systems. In Proceeding of the 2017 ACM Conference on Human Factors in Computing Systems - CHI 2017. Denver, CO, USA. ACM, 1015-1027. doi:10.1145/3025453.3025577

Abstract

Persuasive games and gamified systems are effective tools for motivating behavior change using various persuasive strategies. Research has shown that tailoring these systems can increase their efficacy. However, there is little knowledge on how game-based persuasive systems can be tailored to individuals of various personality traits. To advance research in this area, we conducted a large-scale study of 660 participants to investigate how different personalities respond to various persuasive strategies that are used in persuasive health games and gamified systems. Our results reveal that people’s personality traits play a significant role in the perceived persuasiveness of different strategies. Conscientious people tend to be motivated by goal setting, simulation, self-monitoring and feedback; people who are more open to experience are more likely to be demotivated by rewards, competition, comparison, and cooperation. We contribute to the CHI community by offering design guidelines for tailoring persuasive games and gamified designs to a particular group of personalities.