Covert persuasive technologies: Bringing subliminal cues to human-computer interaction

Abstract

The capability of machines to covertly persuade humans is both exciting and ethically concerning. In the present study we aim to bring subliminal masked stimulus paradigms to realistic environments, through Virtual Environments. The goal is to test if such paradigms are applicable to realistic setups while identifying the major challenges when doing so. We designed a study in which the user performed a realistic selection task in a virtual kitchen. For trials below one-second reaction time, we report significant effect of subliminal cues on the selection behavior. We conclude the study with a discussion of the challenges of bringing subliminal cueing paradigms to realistic HCI setups. Ethical concerns when designing covertly persuasive systems are discussed as well. © 2014 Springer International Publishing.