Clout: The role of content in persuasive experience

Abstract

For a variety of reasons, content has been excluded from the discussion of persuasive design, both in academia and practice. This paper argues that content is a missed opportunity to make a digital experience not only inform or instruct but also influence. I explain the causes and consequences of disregarding content, then define the proper role and benefits of content. To improve the results of a persuasive experience, content can and must have a central role in planning, executing, and evaluating the experience. © 2011 Springer-Verlag.