Persuasive Technology: Using Computers to Change What We Think and Do

480 Pages·2003·3.651 MB·English

by  B.J. Fogg

Persuasive Technology: Using
Computers to Change What We Think
and Do
by B.J. Fogg ISBN:1558606432

Morgan Kaufmann Publishers © 2003 (282
pages)
With compelling insights and illuminating
examples, the author reveals how Web
sites, software applications, and mobile
devices can be used to change people’s
attitudes and behavior.

Table of Contents
Persuasive Technology — Using
Computers to Change What We Think
and Do
Foreword
Preface

Introduction—Persuasion in the Digital
Age
Chapter 1 - Overview of Captology
The Functional Triad—
Computers in Persuasive
Chapter 2 -
Roles
Computers as Persuasive
Chapter 3 -
Tools
Computers as Persuasive
Chapter 4 -
Media—Simulation
Computers as Persuasive
Chapter 5 -
Social Actors
Chapter 6 - Credibility and Computers
Chapter 7 -
Credibility and the World
Wide Web
Increasing Persuasion
Chapter 8 - through Mobility and
Connectivity
The Ethics of Persuasive
Chapter 9 -
Technology
Captology—Looking
Chapter 10 -
Forward
Index

List of Figures

List of Tables

List of Sidebars

List of Principles

Back Cover
Can computers change what you think and do? Can
they motivate you to stop smoking, persuade you to
buy insurance, or convince you to join the Army?
”Yes, they can,” says Dr. B.J. Fogg, director of the
Persuasive Technology Lab at Stanford University. In
this thought-provoking book, based on nine years of
research, Dr. Fogg reveals how Web sites, software
applications, and mobile devices can be used to
change people’s attitudes and behavior. Technology
designers, marketers, researchers, consumers—
anyone who wants to leverage or simply understand
the persuasive power of interactive technology—will
appreciate the compelling insights and illuminating
examples found inside.
Persuasive technology can be controversial—and it
should be. Who will wield this power of digital
influence? And to what end? Now is the time to
survey the issues and explore the principles of
persuasive technology. B.J. Fogg has written this
book to be your guide.
About the Author
B.J. Fogg directs research and design at Stanford
University’s Persuasive Technology Lab. An
experimental psychologist, Dr. Fogg also teaches in
Stanford’s Department of Computer Science and
School of Education. He holds several patents, and
his work has been featured in The New York Times,
The Washington Post, and The Wall Street Journal.
Persuasive Technology — Using
Computers to Change What We Think
and Do
B.J. Fogg, Ph.D. Stanford University
Publishing Director Diane D. Cerra

Publishing Services Manager Edward Wade

Developmental Editor Jeannine Drew

Project Management Yonie Overton

Editorial Coordinator Mona Buehler

Text Design, Composition, and Illustration Rebecca Evans,
Evans & Associates

Cover Design Lee Friedman

Cover Image Getty Images

Copyeditor Ken DellaPenta

Proofreader Sharilyn Hovind

Indexer Steve Rath

Interior Printer TheMaple-Vail Book Manufacturing Group

Cover Printer Phoenix Color Corporation
Designations used by companies to distinguish their
products are often claimed as trademarks or registered
trademarks. In all instances in whichMorgan Kaufmann
Publishers is aware of a claim, the product names appear in
initial capital or all capital letters. Readers, however, should
contact the appropriate companies for more complete
information regarding trademarks and registration.
Morgan Kaufmann Publishers

An Imprint of Elsevier Science

340 Pine Street, Sixth Floor

San Francisco, CA 94104–3205

www.mkp.com
2003 by B.J. Fogg All rights reserved. Printed in the United
States of America
07 06 05 04 03 5 4 3 2 1
No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopying, or otherwise
—without the prior written permission of the publisher.
Library of Congress Control Number: 2002110617 ISBN: 1–
55860–643–2
This book is printed on acid-free paper.
To those who have taught me at home, in the classroom,
and beyond
About the Author
After earning his Ph.D. from Stanford University, B. J. Fogg
launched the Stanford Persuasive Technology Lab, a
research and design center that explores how interactive
technology can motivate and influence people. Since 1993,
Dr. Fogg’s research in the area of persuasive technology has
involved more than 6,500 participants in lab experiments,
field studies, online investigations, and design explorations.
An experimental psychologist, Dr. Fogg has been appointed
to Stanford’s consulting faculty in both the School of
Engineering and the School of Education. Each year he
teaches graduate-level courses in persuasive technology for
the Computer Science Department and for Stanford’s
Learning, Design, and Technology Program.
In addition to his academic endeavors, Dr. Fogg plans and
directs projects for companies seeking new uses for
technology. Most recently, he was the Senior Director of
Research and Innovation at Casio’s U.S. Research and
Development Center. Previously, he led strategic innovation
efforts at HP Labs, Interval Research, and Sun Microsystems.
Dr. Fogg holds seven patents for his innovations in user
interface design. For more information about his background
and research, visit www.bjfogg.info.
Foreword
by Philip G. Zimbardo, Ph.D.
Professor of Psychology, Stanford University President of the
American Psychological Association, 2002