Persuasive pervasive games analyzed with small scale causal modelling, by Mattias Svahn
The talk will be broadcast through Bambuser.
This presentation shows my research into how and why a pervasive persuasive game managed to impact attitudes and behaviour. It presents pervasive game design, exemplified by three games for teaching households to conserve electricity, developed by the Energy Design Studio. The design of the games are evaluated from the perspective of if they drove thought, and if so, what that means for situations of marketing and communications strategy.
The presentation also shows my pet method of “partial least square based structural equation modelling”. That method may be a bit scary but is really useful for evaluating design prototypes, as it can make causal statistical modelling of design elements also on very small samples.
Mattias Svahn is a Phd-candidate at the Stockholm School of Economics, department of media and economic psychology. He is visiting to finish of a thesis about persuasion through pervasive games. He has previously worked at Mobile Life as project manager and research leader for business development, at the IperG EU IST FP6 project, that developed prototype pervasive games. He has since then published on both pervasive games and on advertising strategy for ambient media products in general.