SEMINAR 2nd April: Chris Priest and Elaine Massung: Motivating Crowdsourcing for Community Campaigns

31 March 2014

Wednesday 2nd April 2014 at 3pm in Gordon Sq 16-18, Room 101

Chris Preist and Elaine Massung from the University of Bristol

Community campaigning groups typically rely on core groups of highly motivated members. In this talk we consider how crowdsourcing strategies can be used to support such campaigns. We focus on mobile data collection applications and strategies that can be used to engage casual participants in pro-environmental data collection. We report the results of a study conducted with Close The Door Bristol, a community campaign that encourages shops to keep doors shut in winter and so reduce energy consumption. Our study used both quantitative and qualitative methods to investigate the impact of different motivational factors and strategies, including both intrinsic and extrinsic motivators. Specifically we will present analyses of:

- The impact of different motivators and enablers to contribution, including the effect of intrinsic environmental motivation.
- The impact of scoring points and a leaderboard on contribution, and the surprising explanation for the observed behaviour revealed through qualitative analysis.

We will also look more broadly at how the data collected by such a campaign can be used most effectively to motivate change in behaviour, based on psychological theories of community norms.

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