Designing Persuasive Third Party Applications for Social Networks: The 3D-RAB Isaac Wiafe, Keiichi Nakata and Stephen R. Gulliver Informatics Research Centre, Henley Business School Whiteknights University of Reading, Reading, UK i.wiafe@pgr.reading.ac.uk, {k.nakata, s.r.gulliver} @henley.reading.ac.uk Abstract. The use of social networks services for promoting business, teaching, learning, persuasion and spread of information continues to attract attention as most social networks now allow third party applications to operate on their networks. In the field of persuasive technology, the ability of social networks to build relationships among their users and build momentum and enthusiasm through rapid cycles also give it a greater advantage over other persuasive technology approaches. In this paper we discuss the 3-dimensional relationship between attitude and behavior (3D-RAB), and demonstrate how it can be useful in designing third-party persuasive applications in social network services by considering external factors which affects persuasive strategies. Keywords: Social Networking Services, Persuasive Technology, Behavior modeling 1 Introduction The application of social networking services (SNS) continues to spread across various domains as recent SNSs allow third party applications to operate on their sites. Researchers now develop applications to promote teaching and learning, business, marketing, commerce, and news feed, among others. Recently, persuasive technology designers also have implemented third party persuasive applications on SNSs so as to reach a larger audience [1]. Persuasive technology is the use of computing technology to change or shape a person’s attitude and/or behavior [2], which has been mainly used in healthcare, environmental and other social purposes [3]. Some persuasive technology designers design their applications to operate on social networks due to their ability to build momentum and enthusiasm through rapid cycles which is a recipe for promoting behavior and attitude change [4]. Applications such as the competitive carbon counting [5] is an example of a third party application designed to persuade users to reduce their energy usage. However, despite the