Abstract
Direct and indirect persuasions are well known routes for delivering persuasive messages. However, designing and building IS&T artifacts that deliver a persuasion message indirectly is not explored enough yet. This DSR study reports the design, building and evaluation of an indirect persuasion technology. We focus on energy conservation application. Four principles of direct and indirect persuasive design are presented. In addition, these principles are utilized to design and build two different IS&T artifacts: an e-fotonovela application as an indirect persuasion route and the text messaging system as a direct persuasion route. A field study was conducted to evaluate each route. The immediate route effectiveness was measured by a post-survey. Furthermore, results from a longitudinal survey (after one year) showed that indirect persuasion is better remembered than the direct persuasion. This is a significant finding with important implications.