Red radiators versus red tulips: The influence of context on the interpretation and effectiveness of color-based ambient persuasive technology

Abstract

Colors are widely used as feedback in ambient persuasive technology. In current research, we argue that the information that colorbased feedback carries is highly context dependent. Two studies investigated effects of context (in which color-based feedback was presented) on user’s interpretation of feedback messages, and more importantly, on the effectiveness of this feedback (for influencing energy conservation behavior). Results of both studies showed that participants perceived the color red in an energy-related context to be warmer and as related to a higher energy consumption level than red in an energy-unrelated context. Also, participants receiving color-based feedback in an energy-related context consumed the lowest amount of energy. These findings extend our insight into the psychological mechanisms of ambient persuasive technology by making clear that ambient stimuli (e.g., color) are part of a broader context (e.g., projected on a radiator) that influences user’s interpretation and the effectiveness of these stimuli.