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

B.J. Fogg
4.8 out of 5 stars  See all reviews (24 customer reviews)
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Book Description

Dec 16 2002 9781558606432 978-1558606432 1
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

Product Details

Product Description


"The brilliance of Persuasive Technology is the way it analyzes the way we already view computers." Technology & Society Magazine, May 2003

Book Description

Defines an emerging field that studies the overlap of computers and persuasion

Inside This Book (Learn More)
First Sentence
"If you examine the history of computing technologies, you find that many high-tech products have changed the way people think, feel, and act." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

4.8 out of 5 stars
4.8 out of 5 stars
Most helpful customer reviews
1 of 1 people found the following review helpful
An excellent introduction to CAPTology, the study of Computers As Persuasive Technologies. Fogg takes us through the core principles (42 in all) of using computers as persuasive agents, and the research he and others have done which underpins those principles. In the process he provides a fascinating look at cutting-edge and potential future applications of computer and mobile technologies (such as location-linked reminder systems) that could enhance our lives. However, he does not dismiss the darker uses of the technology and the very real ethical issues it raises. Towards the end of the book, he argues that studying computer-human persuasion can provide new insights into human-human persuasion, and the crossover in many of the principles discussed is readily apparent. I took away from this book a new awareness of how systems used in my organisation could be enhanced to make things better for our customers, as well as a deeper understanding of persuasion in general. I would also recommend "The Media Equation", which discusses some of the same issues as well as similar issues related to television.
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Dr. Fogg makes several critical points that are essential to improving the US healthcare system, particularly in the area of preventative disease:
• Computers offer an advantage over traditional persuasive media because they are interactive.
• As a tool, computers can be persuasive by making target behavior easier to do.
• Leading a user through a process aids in persuasion.
• Persuasive technologies often perform calculations or measurements that motivate.
• As a medium, a computer will be persuasive if it allows users to explore cause-and-effect relationships.
• Computing technologies that help people rehearse a behavior can be persuasive.
• Persuasive technologies can provide users with vicarious experiences that motivate them to change their behavior.
• By rewarding people with positive feedback, computers act as persuaders.
• Persuasive technologies often model a target behavior or attitude.
• Computers that create a relationship with the user and provide social support are effective persuaders.
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5.0 out of 5 stars The Place to Start May 9 2003
If you've ever wondered how technology is subtly and shaping how we think and work, this is the book for you. Years of scholarly research at Stanford has allowed BJ Fogg to use the foundations of rhetoric to show how web and other 21st century techologies affect how we make choices, sometimes subconsciously, and can be used to shape quite deliberately our expectations about the choices we make. Probably too much of an overview for the engineer, IT, psychology or advertising professional, the book is nonetheless a very thorough treatment of the subject for any of them, and for the general reader, with lots of well-researched citations for those who want to know more. Good layout and design, with attractive visuals and illustrations throughout bring the subject to life and reinforce the solid and provocative points Fogg is making. Arthur C. Clark once said "the best technology is like magic" and BJ Fogg tells us how the magic of technology is influencing the choices we make. For anyone working on e-business, or wanting to understand why the website is working (or not), or giving orders to your web designers, this is the book to have.
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5.0 out of 5 stars Practical Scholarship at Its Best April 28 2003
"Persuasive Technology: Using Computers to Change What We Think and Do" by B.J. Fogg puts to rest the old adage about ivory tower academics obsessing over trivia. The research studies reported in this book demonstrate the power and practicality of scholarly methods when applied to real world issues. Moreover, Fogg's methodology and findings are presented in highly accessible language that can be understood by anyone from high school students on up.
But the remarkable comprehensibility of this work should not be taken for a lack of substance. Make no mistake, there are many deep ideas herein and the ethics of using computers to influence behavior are given the same insightful treatment as the applied techniques surveyed throughout.
Yet beyond the specific findings of the studies reported on its pages (which will eventually be extended or superceded), Persuasive Technology offers a truly rich framework that defines the shape of an entirely new discipline. As such it will stand the test of time and serve as a guide to generations of scholars, designers, and developers in the years ahead.
This book should be required reading for anyone contemplating a high tech startup venture, developing a web presence for his or her organization, or studying such topics as Communications, Information Science, Marketing, and Computer Science.
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5.0 out of 5 stars Practical fundamentals of persuasive computing March 4 2003
Dr. Fogg has spent a number of years creating the field of Captology - Computers as Persuasive Technology - from foundations in several diverse fields. Dr. Fogg's "Persuasive Technology" neatly presents his work over the last several years. His book provides solid background and well-structured frameworks for informing the design process of persuasive systems.
"Persuasive Technology" is an in depth look at the cognitive and social factors surrounding computers as persuasive technology. Dr. Fogg takes several steps from research to practice by clearly organizing the research and theory into actionable frameworks and principles that help designers develop coherent strategies and products. His work on web credibility goes even further to provide very actionable metrics and specific factors that help improve or detract from a web site's credibility. It's refreshing to find someone in research that has pushed hard to assist the transition of ideas from research to practice.
His book is not a "how-to" cookbook of guidelines for creating persuasive software. Great design rarely proceeds from slavishly following lists of guidelines. It involves understanding the user and their behavior, the problem space and the media, and creating optimal solutions. "Persuasive Technology" provides the necessary fundamentals for design in this domain and stands with classics like "The Design of Everyday Things" by Don Norman in achieving this end.
Dr. Fogg ends by taking on the controversial topic of ethics in persuasive computing and steps forward as a champion of using persuasive computing for the benefit of users while acknowledging the darker side that exists.
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Most recent customer reviews
3.0 out of 5 stars Interesting Concept, but quite dated
The approach of this book is interesting, but frequent technology references and examples from the 90's tend to diminish this books sense of relevancy
Published 8 months ago by Nolan Sontag
5.0 out of 5 stars Exceptional book
Over the last five years I've read several web design and technology books but none compare to this exceptional publication. Read more
Published on April 1 2003 by Luis
5.0 out of 5 stars Exploring The Future Of Computers
Extremely well written, easy to grasp, and absolutely mesmerizing. Read this book to learn about this new discipline, and to change the way you view the world of computers. Read more
Published on March 16 2003 by Eric Martin
5.0 out of 5 stars Read it if you want to keep ahead of the game
THis is a very good book on a very exciting topic that may help anybody involved in a design project think about its product in a different way. Read more
Published on March 12 2003 by 2pasc
5.0 out of 5 stars Helped me see the future
This is a landmark book. Yes, it's easy to read and engaging (I expect that from any good book). But BJ Fogg's book goes farther than being just a "good book. Read more
Published on March 9 2003 by ""
5.0 out of 5 stars MADE ME SMARTER -- next best thing to the Stanford class
BJ Fogg's book made me smarter. For me that's the bottom line: how much did I learn? Well, a lot! I now view computing technology in a new way, and I feel like I have a sense of... Read more
Published on March 5 2003
5.0 out of 5 stars Very thought provoking!
I found this book to be very intellectually stimulating and informative. It is very obvious that Dr. Fogg has put alot of thought into his research and findings. Dr. Read more
Published on March 4 2003 by Linda F. Phillips
5.0 out of 5 stars Very forward thinking!! This stuff is great!! WOW!!
The author clearly communicates how human behavior, advertizing, computer scientists and clever businesses are using techniques to get us to do what they want. Read more
Published on March 3 2003 by Alan Fogger
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