Table of Contents

persuasive technology: using computers to change what we think and do
Persuasive Technology: Using Computers to Change What We Think and Do
byB.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
Introduction—Persuasion in the Digital Age
Chapter 1 - Overview of Captology
Chapter 2 - The Functional Triad—Computers in Persuasive Roles
Chapter 3 - Computers as Persuasive Tools
Chapter 4 - Computers as Persuasive Media—Simulation
Chapter 5 - Computers as Persuasive Social Actors
Chapter 6 - Credibility and Computers
Chapter 7 - Credibility and the World Wide Web
Chapter 8 - Increasing Persuasion through Mobility and Connectivity
Chapter 9 - The Ethics of Persuasive Technology
Chapter 10 - Captology—Looking Forward
List of Figures
List of Tables
List of Sidebars
List of Principles

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

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