Is initial persuasion sufficient to produce a sustained result? Unfortunately, it is not. For persuasive technology to be effective for organizational transformations it must provide a steady stream of persuasive experiences over an extended period of time. Organizational change is so difficult that single, isolated or limited experiences for individuals do not produce the desired results. Instead organizational change requires frequent exposure to highly repetitive, systematically delivered persuasive experiences for every key person in the organization.

Neuroscience again provides the direction on the type and structure of The theory of fair process and recent advances in neuroscience help solve the motivation problem. these experiences. The most fundamental learning from neuroscience is that “neurons that fire together wire together” [6]. Persuasive technology focuses the users’ attention on the new beliefs and functions by converting the efficiencies of positive deviants into a series of structured user activities that are organized in the application into a project-like schedule. This is further reinforced when the application to continuously reminds users of the importance of the content and the need to complete the practice activities. The intensity and consistency of the focus drives neurons together, creating a long-terchange in people’s perceptions and behaviors. However, at approximately ix weeks into use of the persuasive technology, users encounter a barrier that can block the transformation. At six weeks, users commonly complain that the persuasive experiences are “too hard” and that they “do not have enough time to do the work.” Fortunately, this does not appear to be a meaningful response as the reaction disappears with approximately two more weeks of persuasive practice. Persuasive technology helps people through this difficult passage by providing management with continuous progress racking information and easy to read management summaries that enable quick, efficient management support for the change effort. After this period, adoption of the positive deviant beliefs and capabilities is so complete that the users of the persuasive technology often deny that they were ever in the previous condition. Persuasive technology has achieved the ultimate result for the individual, a complete transformation of what they think and do.