Can Personalization Persuade? Study of Notification Adaptation in Mobile Behavior Change Intervention Application

Abstract

The growing ubiquity of smartphones and the ease of creating and distributing applications render the mobile platform an attractive means for facilitating positive behavior change at scale. Within the smartphone as a behavior change support system, mobile notifications play a critical role as they enable timely and relevant information distribution. In this paper we describe our preliminary investigation of the persuasiveness of mobile notifications delivered within a real-world behavior change intervention mobile app, which enabled users to set goals and define tasks related to those goals. The application aimed to motivate the users with notifications belonging to one of two groups—tailored and non-tailored, seeing them as sparks in the Fogg Behavior Model and personalizing them according to the users’ Big Five personality traits. Results indicate that customized messages may work for some individuals while working poorly for others. When analyzing users as a single group, no significant differences were observed, but when proceeding with the analysis on the individual level we found seven users whose personality traits notifications interact with in interesting ways. Our results offer two general insights: (1) Using personality-tailored messaging in a dynamic mobile domain as opposed to a static domain leads to different outcomes, and it seems that there is no one-to-one mapping between domains; (2) A major reason for most of our hypotheses being false may be that messages that are deemed as persuasive on their own are not what persuades people to perform an action. Unlike the clear-cut findings observed in other domains, we discover a rather nuanced relationship between the personalization and persuasiveness that calls for further exploration at the individual participant level.