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Persuasive Technology: Using Computers to Change What We Think and Do Paperback – Aug 15 2011

4.8 out of 5 stars 24 customer reviews

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Product Details

  • Paperback: 312 pages
  • Publisher: Morgan Kaufmann; 1 edition (Dec 30 2002)
  • Language: English
  • ISBN-10: 1558606432
  • ISBN-13: 978-1558606432
  • Product Dimensions: 19.1 x 1.7 x 23.5 cm
  • Shipping Weight: 680 g
  • Average Customer Review: 4.8 out of 5 stars 24 customer reviews
  • Amazon Bestsellers Rank: #332,975 in Books (See Top 100 in Books)
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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

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4.8 out of 5 stars
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Top Customer Reviews

Format: Paperback
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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Format: Paperback
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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Format: Paperback
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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Format: Paperback
"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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Format: Paperback
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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