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WP3: Persuasive Learning Design Framework


The literatures on both learning designs and persuasion are vast, but these areas have not previously been combined in a systematic manner, although results suggest that principles may be transferred between them. We define persuasion as any intentional attempt to create, maintain, or change attitudes and behaviour without using coercion or deception. Examples include the use of fun, competition, cooperation, simulation and peer influence. We maintain that both persuasion and learning are highly contextual phenomena where intentions of designer and users, and the technology used is important. We will design a Persuasive Learning Design (PLD) framework through 3 tasks:

Task 1: Reviewing and synthesizing literature on persuasion and learning.  WP partners will contribute to a shared library of resources. In discussing these, we will identify suitable candidates for PLDs and their pros and cons in relation to the relevant learning environments. Output: A progress report for consortium use containing an outline framework informed by theories of persuasion and learning.
Task 2: Mapping persuasive principles to learning activities.  In mapping principles between persuasion and learning, we will employ and refine the insights from task 1 and benchmark these against existing systems in order to identify persuasive strategies already at work in these (e.g., in social networks) and to assess to what extent these strategies may be transferred to project use.  Output: An empirically-based progress report for consortium use.
Task 3: Writing PLDs. The insights gained from task 1 and 2 will be transferred into a set of PLDs taking into account the target groups in question. As part of the documentation of each PLD, we will provide theoretical background, expected area of application, guidelines for implementation, and possible relationships to other PLDs and summarise in pattern form.   This will feed directly into a public deliverable.

Recent announcements

  • Workpackage 3 runs from November 2010 to October 2011. 


 Deliverable Date due
Date completed
Link to Deliverable
 3.1Persuasion for Learning report
 3.2Persuasion in Practice report
 3.3Persuasive Learning Designs