Provided is a guidance assistance system capable of appropriately assisting guidance of behavior of a guidance subject. This guidance assistance system is provided with a selection unit 311 for selecting a guidance element group in accordance with a predetermined selection criterion in response to the state of a guidance subject U1, and a criterion updating unit 313 for updating the selection criterion so that a guidance element group is readily selected that is such that one or both of the attitude of the guidance subject U1 while being guided and the behavior of the guidance subject U1 after being guided constitute one or both of a predetermined attitude and a predetermined behavior.
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