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Society and attitudes

Society and attitudes. Rilla Khaled. “the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups, or society as a whole.”. - Kotler, Roberto, and Lee, 2002. Social Marketing:.

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Society and attitudes

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  1. Society and attitudes • Rilla Khaled

  2. “the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups, or society as a whole.” - Kotler, Roberto, and Lee, 2002 Social Marketing:

  3. Hit the Bitch

  4. The Hubba Challenge

  5. Kiss Off

  6. Energuy

  7. Gustaffson, Bang, and pervasive persuasion

  8. TING: McGonigal

  9. i love bees

  10. worldwithoutoil

  11. Values: • are concepts or beliefs • pertain to desirable end states or behaviors • transcend specific situations • guide selection or evaluation of behavior and events, • are ordered by relative importance - Shalom Schwartz, 1992

  12. Flanagan and values

  13. Layoff

  14. Discovery: discovering and identifying shared values relevant to a project • Translation: translating value considerations into architecture and features into game iterations • Verification: verifying that the values outcomes sought have been realized in the game. VAP: values at play

  15. Values check list • Values might be expressed in the definition of a project • Values might emerge in specification of game mechanics • Project Stakeholders' values set up preliminary expectations that frame any given project. • Background and Experience of Design Team and the Players affect the design process. • Social and political values, policy, legislation generate background constraints. Discovery

  16. Operationalisation: tie game features to values, jump from concept to feature • Implementation: translating, testing, and iteration, continuous review of values during implementation to safeguard important design features • Resolving value conflicts: disagreements, values review for feature creep, dissolving conflict va redesign vs. values trade off Translation

  17. Empirical methods for verifying attitudes and beliefs • Iterative review of values throughout the project may yield more consistent results Verification

  18. For next week

  19. Culture and persuasive games • Readings: • Triandis, Bontempo, and Villareal. (1988). Individualism and Collectivism: Cross-Cultural Perspectives on Self-Ingroup Relationships. • Khaled, Barr, Biddle, Fischer, and Noble (2009). Game Design Strategies for Collectivist Persuasion. • Games: • Smoke? NZE version • Smoke? NZM version

  20. exercise

  21. In your game teams, come up with a set of game values you wish to incorporate, using Flanagan’s “discovery” process suggestions.

  22. Using the list of values you developed earlier, conduct the “operationalisation” step of the VAP “translation” phase: values ==> game features + mechanics

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