Embedding persuasive features into policy issues: Implications to designing public participation processes

Abstract Public participation is one of the most important tasks for policy making processes, and public authorities are lacking ideas on designing public participation processes facilitating active citizen participation. Based on a persuasion theory, this paper examines if policy issues embedded with persuasive features draw more attention, longer elaboration time and more participation. Particularly preference matching, location matching, social proof and authority are identified as persuasive features in e-participation context and propositions on their impacts on citizens' participation processes are developed. A prototype mobile participation tool is developed to test the propositions and tested by 80 experiment participants in the UK and Turkey. The findings indicate that the mixture of central and peripheral features is most effective in drawing participation while single feature has limitations. This study also argues that the design of e-participation tools needs to consider the psychological aspects of citizens for motivating their participations.