Identifying Messages to Achieve Goals According to Motivation

The study designs messages causing behavior change based on the Self-Determination Theory and Fogg’s Behavior Model. It uses appropriate messages based on the user’s motivation at each time point to make behavior change occur. Though the Self-Determination Theory emphasizes intrinsic motivation for goal achievement, people do not always have it. We should investigate suitable messages for each motivation. Using word embedding techniques, the user’s motivation is estimated from reflective diaries about their goals. The study delivers a message, selected from 6 designed message types, referring to Fogg’s Behavior Model. It identifies messages to maintain or update motivation. In an experiment, email messages delivered to 16 undergraduate and graduate students as an intervention made them strive toward their goals for 4 weeks. The experiment reveals effective messages for each kind of motivation. In particular, it succeeds in orienting participants with extrinsic motivation toward intrinsic motivation. Messages according to motivation encourage people to work toward goals even if they request further effort.