Persuasive Feedback for Fitness Apps: Effects of Construal Level and Communication Style

Abstract

Persuasive technologies to support behaviour change (e.g., fitness trackers) have become increasingly popular among consumers and healthcare providers. However, studies show that such technologies often fail to offer long-term engagement and tangible health benefits. In this regards, the specific design of persuasive messages provided by the device and users' reactions to it may play a critical role. Our research explores the potential of applying theories of construal level and communication style to formulating feedback messages in self-improvement technologies. Two experiments (N = 190, N = 177) examine the influence of these two factors on goal commitment and affect-based evaluation for situations of fitness goal attainment and failure. Overall, construal level and communication style were relevant factors with independent influence. In the positive situation of goal attainment, high construal level and a friendly communication style resulted in significantly more goal commitment and positive affect than low construal level and a dominant communication style. In the negative situation of failure, results were overall less unambiguous and need to be consolidated by further research. Implications for the design of persuasive feedback are discussed.