Data-centered persuasion: Nudging user's prosocial behavior and designing social innovation

By employing individuals' behavioral data collected from routinely used devices, a more effective ‘nudging’ toward changes in individuals' attitudes and behavior can be implemented. To examine the persuasive effect on inducing prosocial behaviors, two types of system concepts were designed, namely shared value systems. We manipulated the usage context of these systems and tested the effects with two independent variables: the status of the system agent and the valence of the agent's feedback. As a result, this study revealed that users' satisfaction and intention for prosocial behavior increased after they experienced the shared value system based on the concept of self-preferential value. Interaction effects were also found between the status of the system agent and the valence of the agent's feedback. •A data-centered model of persuasion for behavior changes is discussed.•The persuasive effect of employing users' behavior data in the systems is examined.•Users prefer performing prosocial activities without the burden of self-sacrifice.•The tailored role of system agents increases users' satisfaction and prosociality.•Creating shared value systems to induce users' prosocial behavior is suggested.