Chapter

Persuasive Technology

Volume 4744 of the series Lecture Notes in Computer Science pp 187-198

Embedded Persuasive Strategies to Obtain Visitors’ Data: Comparing Reward and Reciprocity in an Amateur, Knowledge-Based Website

  • Luciano GamberiniAffiliated withHTLab, Dept. of General Psychology, University of Padova, via Venezia 8, 35131 Padova
  • , Giovanni PetrucciAffiliated withHTLab, Dept. of General Psychology, University of Padova, via Venezia 8, 35131 Padova
  • , Andrea SpotoAffiliated withHTLab, Dept. of General Psychology, University of Padova, via Venezia 8, 35131 Padova
  • , Anna SpagnolliAffiliated withHTLab, Dept. of General Psychology, University of Padova, via Venezia 8, 35131 Padova

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Abstract

This study compares the relative effectiveness of two different persuasive strategies embedded in the rationale of a website. The visitor is asked for his/her contact information either prior to or after having access to the guidelines for managing multimedia files offered by the site. Asking for personal data prior to access represents a reward strategy for obtaining such data. In contrast, asking for personal data after access represents a reciprocity strategy. In addition, the mediating effect of website features displaying “social proof” (such as visits counter) is explored. The analysis of the amount and type of contact information provided shows that a persuasive strategy based on reciprocity is more effective than one based on reward. Also, the presence of social proof features seems counterproductive when using a reciprocity strategy, while it seems to improve the visitors’ compliance with the request when using a reward strategy. The results are discussed in terms of adequacy of the persuasive strategy to the specific website genre.

Keywords

reciprocity reward persuasion personal information social proof websites