More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games

Marc Busch; Elke Mattheiss; Michaela Reisinger; Rita Orji; Peter Fröhlich; Manfred Tscheligi

doi:10.1007/978-3-319-31510-2_19

More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games

Marc Busch (Speaker), Elke Mattheiss, Michaela Reisinger, Rita Orji, Peter Fröhlich, Manfred Tscheligi

Research output: Chapter in Book or Conference Proceedings › Conference Proceedings with Oral Presentation › peer-review

Abstract

The goal of persuasive games is to change behavior and attitudes in a desirable manner, e.g., to promote physical activity. Research has shown that personalized persuasive approaches are more successful than one-size-fits-all approaches. As a means for personalization, sex has been investigated with results showing that women are overall more persuadable than men. We argue that considering only a dichotomous sex-type categorization may not be able to fully capture the differences in the persuasiveness of persuasion strategies. To that end we apply a dimensional approach of capturing gender identity - femininity and masculinity. We investigate the relationship between masculinity, femininity, sex and the persuasiveness of ten persuasion strategies in an online study (n = 592). Results show that femininity is significantly associated with seven of the ten strategies, while sex does only show differences for two strategies, suggesting gender identity could be a reliable variable for personalizing persuasive games.

Original language	English
Title of host publication	Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings
Editors	Alexander Meschtscherjakov, Boris De Ruyter, Verena Fuchsberger, Martin Murer, Manfred Tscheligi
Pages	219-229
Number of pages	11
DOIs	https://doi.org/10.1007/978-3-319-31510-2_19
Publication status	Published - 2016
Event	PERSUASIVE 2016 - 11th International Conference on Persuasive Technology - Duration: 5 Apr 2016 → 7 Apr 2016

Conference

Conference	PERSUASIVE 2016 - 11th International Conference on Persuasive Technology
Period	5/04/16 → 7/04/16

Research Field

Former Research Field - Technology Experience

Keywords

Persuasive games; Personalization; Gender identity; Sex; Femininity; Masculinity

Access to Document

10.1007/978-3-319-31510-2_19Licence: Unspecified

Cite this

Busch, M., Mattheiss, E., Reisinger, M., Orji, R., Fröhlich, P., & Tscheligi, M. (2016). More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games. In A. Meschtscherjakov, B. De Ruyter, V. Fuchsberger, M. Murer, & M. Tscheligi (Eds.), Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings (pp. 219-229) https://doi.org/10.1007/978-3-319-31510-2_19

Busch, Marc ; Mattheiss, Elke ; Reisinger, Michaela et al. / More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games. Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings. editor / Alexander Meschtscherjakov ; Boris De Ruyter ; Verena Fuchsberger ; Martin Murer ; Manfred Tscheligi. 2016. pp. 219-229

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title = "More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games",

abstract = "The goal of persuasive games is to change behavior and attitudes in a desirable manner, e.g., to promote physical activity. Research has shown that personalized persuasive approaches are more successful than one-size-fits-all approaches. As a means for personalization, sex has been investigated with results showing that women are overall more persuadable than men. We argue that considering only a dichotomous sex-type categorization may not be able to fully capture the differences in the persuasiveness of persuasion strategies. To that end we apply a dimensional approach of capturing gender identity - femininity and masculinity. We investigate the relationship between masculinity, femininity, sex and the persuasiveness of ten persuasion strategies in an online study (n = 592). Results show that femininity is significantly associated with seven of the ten strategies, while sex does only show differences for two strategies, suggesting gender identity could be a reliable variable for personalizing persuasive games.",

keywords = "Persuasive games; Personalization; Gender identity; Sex; Femininity; Masculinity, Persuasive games; Personalization; Gender identity; Sex; Femininity; Masculinity",

author = "Marc Busch and Elke Mattheiss and Michaela Reisinger and Rita Orji and Peter Fr{\"o}hlich and Manfred Tscheligi",

year = "2016",

doi = "10.1007/978-3-319-31510-2_19",

language = "English",

isbn = "978-3-319-31509-6",

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editor = "Alexander Meschtscherjakov and {De Ruyter}, Boris and Verena Fuchsberger and Martin Murer and Manfred Tscheligi",

booktitle = "Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings",

note = "PERSUASIVE 2016 - 11th International Conference on Persuasive Technology ; Conference date: 05-04-2016 Through 07-04-2016",

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Busch, M, Mattheiss, E, Reisinger, M, Orji, R, Fröhlich, P & Tscheligi, M 2016, More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games. in A Meschtscherjakov, B De Ruyter, V Fuchsberger, M Murer & M Tscheligi (eds), Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings. pp. 219-229, PERSUASIVE 2016 - 11th International Conference on Persuasive Technology, 5/04/16. https://doi.org/10.1007/978-3-319-31510-2_19

More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games. / Busch, Marc (Speaker); Mattheiss, Elke; Reisinger, Michaela et al.
Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings. ed. / Alexander Meschtscherjakov; Boris De Ruyter; Verena Fuchsberger; Martin Murer; Manfred Tscheligi. 2016. p. 219-229.

Research output: Chapter in Book or Conference Proceedings › Conference Proceedings with Oral Presentation › peer-review

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T1 - More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games

AU - Mattheiss, Elke

AU - Reisinger, Michaela

AU - Orji, Rita

AU - Fröhlich, Peter

AU - Tscheligi, Manfred

A2 - Busch, Marc

A2 - Meschtscherjakov, Alexander

A2 - De Ruyter, Boris

A2 - Fuchsberger, Verena

A2 - Murer, Martin

A2 - Tscheligi, Manfred

PY - 2016

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N2 - The goal of persuasive games is to change behavior and attitudes in a desirable manner, e.g., to promote physical activity. Research has shown that personalized persuasive approaches are more successful than one-size-fits-all approaches. As a means for personalization, sex has been investigated with results showing that women are overall more persuadable than men. We argue that considering only a dichotomous sex-type categorization may not be able to fully capture the differences in the persuasiveness of persuasion strategies. To that end we apply a dimensional approach of capturing gender identity - femininity and masculinity. We investigate the relationship between masculinity, femininity, sex and the persuasiveness of ten persuasion strategies in an online study (n = 592). Results show that femininity is significantly associated with seven of the ten strategies, while sex does only show differences for two strategies, suggesting gender identity could be a reliable variable for personalizing persuasive games.

AB - The goal of persuasive games is to change behavior and attitudes in a desirable manner, e.g., to promote physical activity. Research has shown that personalized persuasive approaches are more successful than one-size-fits-all approaches. As a means for personalization, sex has been investigated with results showing that women are overall more persuadable than men. We argue that considering only a dichotomous sex-type categorization may not be able to fully capture the differences in the persuasiveness of persuasion strategies. To that end we apply a dimensional approach of capturing gender identity - femininity and masculinity. We investigate the relationship between masculinity, femininity, sex and the persuasiveness of ten persuasion strategies in an online study (n = 592). Results show that femininity is significantly associated with seven of the ten strategies, while sex does only show differences for two strategies, suggesting gender identity could be a reliable variable for personalizing persuasive games.

KW - Persuasive games; Personalization; Gender identity; Sex; Femininity; Masculinity

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M3 - Conference Proceedings with Oral Presentation

SN - 978-3-319-31509-6

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BT - Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings

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Y2 - 5 April 2016 through 7 April 2016

ER -

Busch M, Mattheiss E, Reisinger M, Orji R, Fröhlich P, Tscheligi M. More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games. In Meschtscherjakov A, De Ruyter B, Fuchsberger V, Murer M, Tscheligi M, editors, Persuasive Technology. 11th International Conference, PERSUASIVE 2016, Salzburg, Austria, April 5-7, 2016, Proceedings. 2016. p. 219-229 doi: 10.1007/978-3-319-31510-2_19

More than Sex: The Role of Femininity and Masculinity in the Design of Personalized Persuasive Games

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