Persuasive Technology

Using Computers to Change What We Think and Do

Author: Fogg
Editor: Stuart Card, Jonathan Grudin, Jakob Nielsen, Mark Linton

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. Fogg has coined the phrase "Captology"(an acronym for computers as persuasive technologies) to capture the domain of research, design, and applications of persuasive computers.In this thought-provoking book, based on nine years of research in captology, 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, and B.J. Fogg has written this book to be your guide.

* Filled with key term definitions in persuasive computing
*Provides frameworks for understanding this domain
*Describes real examples of persuasive technologies

Foreword	p. ix
Preface	p. xxiii
Introduction: Persuasion in the Digital Age	p. 1
Persuasion on the Web	p. 2
Beyond the Web	p. 2
The Emergence of "Captology"	p. 5
Potential and Pitfalls	p. 5
Advantage over Traditional Media: Interactivity	p. 6
Advantages over Human Persuaders	p. 7
Computers Are Persistent	p. 7
Computers Allow Anonymity	p. 8
Computers Can Store, Access, and Manipulate Huge Volumes of Data	p. 8
Computers Can Use Many Modalities	p. 9
Computer Software Can Scale	p. 10
Computers Can Be Ubiquitous	p. 10
How to Read This Book	p. 11
Notes and References	p. 12
Overview of Captology	p. 15
Defining Persuasion	p. 15
Focus on the Human-Computer Relationship	p. 16
Persuasion Is Based on Intentions, Not Outcomes	p. 16
Levels of Persuasion: Macro and Micro	p. 17
Microsuasion on the Web	p. 19
Microsuasion in Video Games	p. 19
Captology: Summary of Key Terms and Concepts	p. 20
Notes and References	p. 20
The Functional Triad: Computers in Persuasive Roles	p. 23
The Functional Triad: Roles Computers Play	p. 23
Computers as Tools	p. 24
Computers as Media	p. 25
Computers as Social Actors	p. 26
Applying the Functional Triad to Captology	p. 27
Research and Design Applications	p. 27
Notes and References	p. 29
Computers as Persuasive Tools	p. 31
Seven Types of Persuasive Technology Tools	p. 32
Reduction Technology: Persuading through Simplifying	p. 33
Simplifying Political Input	p. 34
Tunneling Technology: Guided Persuasion	p. 34
Ethical Concerns	p. 37
Tailoring Technology: Persuasion through Customization	p. 37
Ethical Concerns	p. 40
Tailoring Information for Context	p. 40
Suggestion Technology: Intervening at the Right Time	p. 41
Timing Is Critical	p. 43
Self-Monitoring Technology: Taking the Tedium Out of Tracking	p. 44
Eliminating a Language Quirk	p. 45
Surveillance Technology: Persuasion through Observation	p. 46
Surveillance Must Be Overt	p. 47
Rewarding through Surveillance	p. 48
Public Compliance without Private Acceptance	p. 49
Conditioning Technology: Reinforcing Target Behaviors	p. 49
Technology Applications of Operant Conditioning	p. 50
Operant Conditioning in Computer Games	p. 51
Applying Periodic Reinforcement	p. 51
Shaping Complex Behaviors	p. 53
The Right Persuasive Tool(s) for the Job	p. 53
Notes and References	p. 54
Computers as Persuasive Media: Simulation	p. 61
Persuading through Computer Simulation	p. 62
Cause-and-Effect Simulations: Offering Exploration and Insight	p. 63
HIV Roulette: A Cause-and-Effect Simulator	p. 64
Rockett's New School: Learning Social Skills	p. 66
Implications of Designer Bias	p. 67
Environment Simulations: Creating Spaces for Persuasive Experiences	p. 69
LifeFitness VR Rowing Machine: Competing in a Virtual Environment	p. 70
The Tectrix VR Bike: Pedaling to Explore a Virtual Environment	p. 70
Managing Asthma in a Simulated Environment	p. 72
Using Simulation to Overcome Phobias	p. 74
In My Steps: Helping Doctors to Empathize with Cancer Patients	p. 76
Object Simulations: Providing Experiences in Everyday Contexts	p. 77
Baby Think It Over: An Infant Simulator	p. 78
Drunk Driving Simulator	p. 79
Notes and References	p. 82
Computers as Persuasive Social Actors	p. 89
Five Types of Social Cues	p. 90
Persuasion through Physical Cues	p. 91
The Impact of Physical Attractiveness	p. 92
Using Psychological Cues to Persuade	p. 94
The Stanford Similarity Studies	p. 95
The Personality Study	p. 95
The Affiliation Study	p. 98
Ethical and Practical Considerations	p. 100
The Oscilloscope Study	p. 100
Influencing through Language	p. 101
Persuading through Praise	p. 103
Social Dynamics	p. 105
The Reciprocity Study	p. 108
Persuading by Adopting Social Roles	p. 111
Computers in Roles of Authority	p. 111
Social Cues: Handle with Care	p. 114
Notes and References	p. 115
Credibility and Computers	p. 121
What Is "Credibility"?	p. 122
A Simple Definition	p. 122
Trustworthiness	p. 123
Expertise	p. 124
Combinations of Trustworthiness and Expertise	p. 124
When Credibility Matters in Human-Computer Interaction	p. 125
Instructing or Advising	p. 126
Reporting Measurements	p. 127
Providing Information and Analysis	p. 128
Reporting on Work Performed	p. 128
Reporting on Their Own State	p. 129
Running Simulations	p. 130
Rendering Virtual Environments	p. 130
Four Types of Credibility	p. 131
Presumed Credibility	p. 132
Surface Credibility	p. 132
Reputed Credibility	p. 135
Earned Credibility	p. 136
Dynamics of Computer Credibility	p. 137
Errors in Credibility Evaluations	p. 139
Appropriate Credibility Perceptions	p. 140
The Future of Computer Credibility	p. 141
Notes and References	p. 141
Credibility and the World Wide Web	p. 147
The Importance of Web Credibility	p. 148
Variability of Web Credibility	p. 148
Two Sides of Web Credibility	p. 149
The Stanford Web Credibility Studies	p. 150
A Few Words about Our Findings	p. 152
Interpreting the Data	p. 155
Trustworthiness and Expertise on the Web	p. 156
Trustworthiness and Web Credibility	p. 156
Elements that Increase Credibility: Significant Changes in 2002 Results	p. 157
Elements that Decrease Credibility: Significant Changes in 2002 Results	p. 159
Expertise and Web Site Credibility	p. 160
Elements that Increase Credibility: Significant Changes in 2002 Results	p. 161
Elements that Decrease Credibility: No Significant Changes in 2002	p. 162
The Four Types of Web Credibility	p. 163
Presumed Credibility on the Web	p. 163
Reputed Credibility on the Web	p. 165
Awards	p. 165
Seals of Approval	p. 165
Links from Credible Sources	p. 166
Word-of-Mouth Referrals	p. 167
Surface Credibility on the Web	p. 167
Design Matters	p. 167
Enhancing Surface Credibility	p. 169
Earned Credibility on the Web	p. 170
The Interaction Is Easy	p. 171
The Information Is Personalized	p. 172
The Service Is Responsive to Customer Issues	p. 172
The Web Credibility Framework	p. 173
The Web Credibility Grid	p. 175
The Future of Web Credibility Research and Design	p. 176
Notes and References	p. 177
Increasing Persuasion through Mobility and Connectivity	p. 183
Intervening at the Right Time and Place	p. 183
The Study Buddy	p. 183
HydroTech	p. 184
An Emerging Frontier for Persuasive Technology	p. 185
Persuasion through Mobile Technology	p. 185
Examining Mobile Health Applications	p. 186
The Kairos Factor	p. 187
The Convenience Factor	p. 188
Simplifying Mobile Devices to Increase Persuasion Power	p. 190
Wedded to Mobile Technology	p. 192
Motivating Users to Achieve Their Own Goals	p. 193
The Importance of Experience Design	p. 194
Persuasion through Connected Technology	p. 195
Leveraging Current, Contingent, and Coordinated Information	p. 195
Connected Products: Leveraging Social Influence	p. 197
Persuading through Social Facilitation	p. 197
The Power of Social Comparison	p. 198
Leveraging Conformity--and Resistance	p. 199
Applying Social Learning Theory	p. 201
Modeling Behavior at QuitNet.com	p. 201
Modeling at epinions.com	p. 204
Persuading through Intrinsic Motivation	p. 204
AlternaTV: Leveraging Group-Level Intrinsic Motivators	p. 205
The Future of Mobile and Connected Persuasive Technology	p. 207
Notes and References	p. 208
The Ethics of Persuasive Technology	p. 211
Is Persuasion Unethical?	p. 212
Unique Ethical Concerns Related to Persuasive Technology	p. 213
The Novelty of the Technology Can Mask Its Persuasive Intent	p. 213
Persuasive Technology Can Exploit the Positive Reputation of Computers	p. 215
Computers Can Be Proactively Persistent	p. 216
Computers Control the Interactive Possibilities	p. 216
Computers Can Affect Emotions But Can't Be Affected by Them	p. 217
Computers Cannot Shoulder Responsibility	p. 218
Intentions, Methods, and Outcomes: Three Areas Worthy of Inquiry	p. 220
Intentions: Why Was the Product Created?	p. 220
Methods of Persuasion	p. 221
Using Emotions to Persuade	p. 222
Methods That Always Are Unethical	p. 223
Methods That Raise Red Flags	p. 224
Operant Conditioning	p. 224
Surveillance	p. 226
Outcomes: Intended and Unintended	p. 227
Responsibility for Unintended Outcomes	p. 229
When Persuasion Targets Vulnerable Groups	p. 230
Stakeholder Analysis: A Methodology for Analyzing Ethics	p. 233
List All of the Stakeholders	p. 233
List What Each Stakeholder Has to Gain	p. 233
List What Each Stakeholder Has to Lose	p. 234
Evaluate Which Stakeholder Has the Most to Gain	p. 234
Evaluate Which Stakeholder Has the Most to Lose	p. 234
Determine Ethics by Examining Gains and Losses in Terms of Values	p. 234
Acknowledge the Values and Assumptions You Bring to Your Analysis	p. 234
Education Is Key	p. 235
Notes and References	p. 235
Captology: Looking Forward	p. 241
Five Future Trends in Captology	p. 243
Pervasive Persuasive Technologies	p. 243
Growth Beyond Buying and Branding	p. 244
Healthcare	p. 245
Education	p. 246
Increase in Specialized Persuasive Devices	p. 246
Increased Focus on Influence Strategies	p. 247
A New Focus on Influence Tactics	p. 249
Looking Forward Responsibly	p. 250
Notes and References	p. 251
Summary of Principles	p. 255
Figure Credits	p. 263
Index	p. 267
About the Author	p. 283
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9781558606432
ISBN-10: 1558606432
Number Of Pages: 312
Format: Paperback
Language: English
Dimensions (cm): 22.86 x 20.32  x 1.905
Weight (kg): 0.671
Audience: Professional