Defining features of Behaviour Design - Considering Context

Since the early recognition of Persuasive Technologies, the notion of digital design with the intent to influence and change attitudes and behaviors has evolved tremendously. Digital influence and behavior design is now recognize in a variety of theoretical and methodological approaches, and behavior design is continuously influencing more complex application domains. With the develop-ment of the field emerges a need for clearer understanding of these different de-sign approaches, their possibilities and limitations, in order for designers to iden-tify and apply the best approach depending on the intent and context. In this pa-per, we discuss some of the primary overlaps between Nudging and Persuasive Design. Moreover, we point towards research in neuroscience in order to high-light a potential need to reconsider central elements of persuasive design, such as efficient praise and rewards. The aim of the paper is to contribute to the ongoing discussion about the role of behavior design in digital media, and the ethical con-siderations that emerge from this domain.