Effects of personalization on participation in crowd-civic systems

Abstract

In crowd-civic systems, citizens form groups and work towards shared goals, such as discovering social issues or reforming official policies. Unfortunately, many real-world systems have been unsuccessful in continually motivating large numbers of citizens to participate voluntarily, despite various approaches such as gamification and persuasion techniques. In this thesis, I examine the influence of personalized messages designed to support motivation as asserted by the Self-Determination Theory (SDT). I designed a crowd-civic platform for collecting community issues with personalized motivation- supportive messages and conducted two studies: a pair-comparison experiment with 150 participants on Amazon’s Mechanical Turk and a live deployment study with 120 university members. Results of the pair-comparison study indicate applicability of SDT’s perspective in crowd-civic systems. While applying it in the live system surfaced several challenges, including recruiting participants without interfering with general motivations, the collected data exhibited similar promising trends.