EMVE-DeCK: A Theory-Based Framework for Designing and Tailoring Persuasive Technology
Kiemute Oyibo · 2021
Although the importance of tailoring persuasive technologies (PTs) has been discussed extensively in the literature, there is insufficient theory-driven guidance on how to employ social psychology theories in the design of PT interventions. In this paper, we provide an overview of the key frameworks in the extant literature for designing information systems, in general, and persuasive systems, in particular. Specifically, we identify their limitations, and propose a new framework called ”EMVE-DeCK Framework” based on the synthesis of the strengths of the existing frameworks. The EMVE-DeCK Framework, which is grounded in Bandura’s Triad of Reciprocal Determinism, comprises seven steps, which include: (1) Explain: Employ “Theory” to explain the target “Behavior” by uncovering the relationship between the “Behavioral Determinants” and the target “Behavior”; (2) Map: Map the significant “Behavioral Determinants” in the “Theory” domain to “Persuasive Strategies” in the “Technology” domain; (3) Validate: Validate the target users’ receptiveness to the “Persuasive Strategies” in the “Technology” domain; (4) Explicate: Employ “Theory” to explicate (explain) the adoption of the proposed persuasive “Technology” by uncovering the relationship between the user experience (UX) “Design Attributes” and the persuasive “Technology Adoption”; (5) Design: Design and implement theory-driven, tailored persuasive “Technology”; (6) Change: Deploy the persuasive “Technology” to change “Behavior” in the field; and (7) Knowledge: Contribute “Findings” to Knowledge. We discuss the framework in the context of PT interventions.