Persuasive technology : using computers to change what we think and do / B.J. Fogg.

Format:

Book

Author/Creator:

Fogg, B. J.

Series:

Morgan Kaufmann series in interactive technologies

The Morgan Kaufmann series in interactive technologies

Language:

English

Subjects (All):

Persuasion (Psychology)--Computer programs.

Persuasion (Psychology).

Human-computer interaction.

Computer programs.

Physical Description:

xxviii, 283 pages : illustrations ; 23 cm.

Place of Publication:

Amsterdam ; Boston : Morgan Kaufmann Publishers, /, [2003]

Summary:

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.

Contents:

Introduction: Persuasion in the Digital Age 1

Persuasion on the Web 2

Beyond the Web 2

The Emergence of "Captology" 5

Potential and Pitfalls 5

Advantage over Traditional Media: Interactivity 6

Advantages over Human Persuaders 7

1. Computers Are Persistent 7

2. Computers Allow Anonymity 8

3. Computers Can Store, Access, and Manipulate Huge Volumes of Data 8

4. Computers Can Use Many Modalities 9

5. Computer Software Can Scale 10

6. Computers Can Be Ubiquitous 10

Chapter 1 Overview of Captology 15

Defining Persuasion 15

Focus on the Human-Computer Relationship 16

Persuasion Is Based on Intentions, Not Outcomes 16

Levels of Persuasion: Macro and Micro 17

Microsuasion on the Web 19

Microsuasion in Video Games 19

Captology: Summary of Key Terms and Concepts 20

Chapter 2 The Functional Triad: Computers in Persuasive Roles 23

The Functional Triad: Roles Computers Play 23

Computers as Tools 24

Computers as Media 25

Computers as Social Actors 26

Applying the Functional Triad to Captology 27

Research and Design Applications 27

Chapter 3 Computers as Persuasive Tools 31

Seven Types of Persuasive Technology Tools 32

Reduction Technology: Persuading through Simplifying 33

Simplifying Political Input 34

Tunneling Technology: Guided Persuasion 34

Ethical Concerns 37

Tailoring Technology: Persuasion through Customization 37

Ethical Concerns 40

Tailoring Information for Context 40

Suggestion Technology: Intervening at the Right Time 41

Timing Is Critical 43

Self-Monitoring Technology: Taking the Tedium Out of Tracking 44

Eliminating a Language Quirk 45

Surveillance Technology: Persuasion through Observation 46

Surveillance Must Be Overt 47

Rewarding through Surveillance 48

Public Compliance without Private Acceptance 49

Conditioning Technology: Reinforcing Target Behaviors 49

Technology Applications of Operant Conditioning 50

Operant Conditioning in Computer Games 51

Applying Periodic Reinforcement 51

Shaping Complex Behaviors 53

The Right Persuasive Tool(s) for the Job 53

Chapter 4 Computers as Persuasive Media: Simulation 61

Persuading through Computer Simulation 62

Cause-and-Effect Simulations: Offering Exploration and Insight 63

HIV Roulette: A Cause-and-Effect Simulator 64

Rockett's New School: Learning Social Skills 66

Implications of Designer Bias 67

Environment Simulations: Creating Spaces for Persuasive Experiences 69

LifeFitness VR Rowing Machine: Competing in a Virtual Environment 70

The Tectrix VR Bike: Pedaling to Explore a Virtual Environment 70

Managing Asthma in a Simulated Environment 72

Using Simulation to Overcome Phobias 74

In My Steps: Helping Doctors to Empathize with Cancer Patients 76

Object Simulations: Providing Experiences in Everyday Contexts 77

Baby Think It Over: An Infant Simulator 78

Drunk Driving Simulator 79

Chapter 5 Computers as Persuasive Social Actors 89

Five Types of Social Cues 90

Persuasion through Physical Cues 91

The Impact of Physical Attractiveness 92

Using Psychological Cues to Persuade 94

The Stanford Similarity Studies 95

The Personality Study 95

The Affiliation Study 98

Ethical and Practical Considerations 100

The Oscilloscope Study 100

Influencing through Language 101

Persuading through Praise 103

Social Dynamics 105

The Reciprocity Study 108

Persuading by Adopting Social Roles 111

Computers in Roles of Authority 111

Social Cues: Handle with Care 114

Chapter 6 Credibility and Computers 121

What Is "Credibility"? 122

Trustworthiness 123

Expertise 124

Combinations of Trustworthiness and Expertise 124

When Credibility Matters in Human-Computer Interaction 125

Instructing or Advising 126

Reporting Measurements 127

Providing Information and Analysis 128

Reporting on Work Performed 128

Reporting on Their Own State 129

Running Simulations 130

Rendering Virtual Environments 130

Four Types of Credibility 131

Presumed Credibility 132

Surface Credibility 132

Reputed Credibility 135

Earned Credibility 136

Dynamics of Computer Credibility 137

Errors in Credibility Evaluations 139

Appropriate Credibility Perceptions 140

The Future of Computer Credibility 141

Chapter 7 Credibility and the World Wide Web 147

The Importance of Web Credibility 148

Variability of Web Credibility 148

Two Sides of Web Credibility 149

The Stanford Web Credibility Studies 150

Interpreting the Data 155

Trustworthiness and Expertise on the Web 156

Trustworthiness and Web Credibility 156

Elements that Increase Credibility: Significant Changes in 2002 Results 157

Elements that Decrease Credibility: Significant Changes in 2002 Results 159

Expertise and Web Site Credibility 160

Elements that Increase Credibility: Significant Changes in 2002 Results 161

Elements that Decrease Credibility: No Significant Changes in 2002 162

The Four Types of Web Credibility 163

Presumed Credibility on the Web 163

Reputed Credibility on the Web 165

Awards 165

Seals of Approval 165

Links from Credible Sources 166

Word-of-Mouth Referrals 167

Surface Credibility on the Web 167

Design Matters 167

Enhancing Surface Credibility 169

Earned Credibility on the Web 170

The Interaction Is Easy 171

The Information Is Personalized 172

The Service Is Responsive to Customer Issues 172

The Web Credibility Framework 173

The Web Credibility Grid 175

The Future of Web Credibility Research and Design 176

Chapter 8 Increasing Persuasion through Mobility and Connectivity 183

Intervening at the Right Time and Place 183

The Study Buddy 183

HydroTech 184

An Emerging Frontier for Persuasive Technology 185

Persuasion through Mobile Technology 185

Examining Mobile Health Applications 186

The Kairos Factor 187

The Convenience Factor 188

Simplifying Mobile Devices to Increase Persuasion Power 190

Wedded to Mobile Technology 192

Motivating Users to Achieve Their Own Goals 193

The Importance of Experience Design 194

Persuasion through Connected Technology 195

Leveraging Current, Contingent, and Coordinated Information 195

Connected Products: Leveraging Social Influence 197

Persuading through Social Facilitation 197

The Power of Social Comparison 198

Leveraging Conformity

and Resistance 199

Applying Social Learning Theory 201

Modeling Behavior at QuitNet.com 201

Modeling at epinions.com 204

Persuading through Intrinsic Motivation 204

AlternaTV: Leveraging Group-Level Intrinsic Motivators 205

The Future of Mobile and Connected Persuasive Technology 207

Chapter 9 The Ethics of Persuasive Technology 211

Is Persuasion Unethical? 212

Unique Ethical Concerns Related to Persuasive Technology 213

1. The Novelty of the Technology Can Mask Its Persuasive Intent 213

2. Persuasive Technology Can Exploit the Positive Reputation of Computers 215

3. Computers Can Be Proactively Persistent 216

4. Computers Control the Interactive Possibilities 216

5. Computers Can Affect Emotions But Can't Be Affected by Them 217

6. Computers Cannot Shoulder Responsibility 218

Intentions, Methods, and Outcomes: Three Areas Worthy of Inquiry 220

Intentions: Why Was the Product Created? 220

Methods of Persuasion 221

Using Emotions to Persuade 222

Methods That Always Are Unethical 223

Methods That Raise Red Flags 224

Operant Conditioning 224

Surveillance 226

Outcomes: Intended and Unintended 227

Responsibility for Unintended Outcomes 229

When Persuasion Targets Vulnerable Groups 230

Stakeholder Analysis: A Methodology for Analyzing Ethics 233

Step 1 List All of the Stakeholders 233

Step 2 List What Each Stakeholder Has to Gain 233

Step 3 List What Each Stakeholder Has to Lose 234

Step 4 Evaluate Which Stakeholder Has the Most to Gain 234

Step 5 Evaluate Which Stakeholder Has the Most to

Lose 234

Step 6 Determine Ethics by Examining Gains and Losses in Terms of Values 234

Step 7 Acknowledge the Values and Assumptions You Bring to Your Analysis 234

Education Is Key 235

Chapter 10 Captology: Looking Forward 241

Five Future Trends in Captology 243

Trend 1 Pervasive Persuasive Technologies 243

Trend 2 Growth Beyond Buying and Branding 244

Healthcare 245

Education 246

Trend 3 Increase in Specialized Persuasive Devices 246

Trend 4 Increased Focus on Influence Strategies 247

Trend 5 A New Focus on Influence Tactics 249

Looking Forward Responsibly 250.

Notes:

Includes bibliographical references and index.

ISBN:

1558606432

OCLC:

51618633

Online:

Publisher description