The Ethics of Computers that Persuade

Ethics is an important perspective from which to view computers as persuasive technologies. Adopting an ethical perspective on this domain is vital because the topic of computers and the topic of persuasion both raise important issues about ethics and values.

Fogg, B.J. Stanford University (1998). Articles>Technology>Persuasive Design>Ethics

Using Computer-Based Narratives to Persuade

Our lab has been investigating how computer-based narratives can change people's beliefs and behaviors.

Fogg, B.J. Stanford University (2004). Articles>Human Computer Interaction>Persuasive Design

Persuading People via Computer-Based Narratives  

Computer technology opens new doors for researching, creating, and distributing WIN (interactivity and narrative) experiences. Increased insight in this area could create a potential to change people’s attitudes and behaviors in ways never before possible. For example, in researching WIN experiences, our online system can now test stories to identify which stories have an impact on specific types of people. Alternately in creating WIN experiences, a computer could glean information from an interaction in order to select a specific story from a large database of proven stories. From a distribution standpoint, WIN experiences could be delivered through mobile handsets, increasing reach beyond the desktop. The potential for impact is significant. Computer-supported WIN experiences could lead to large-scale interventions to improve health, enhance learning and training, boost workplace performance, and motivate participation in civic life.

Fogg, B.J., Angela Booker and Abbe Don. Stanford University (2004). Articles>Human Computer Interaction>Workplace>Persuasive Design

What Makes Web Sites Credible? A Report on a Large Quantitative Study  

The credibility of web sites is becoming an increasingly important area to understand. To expand knowledge in this domain, we conducted an online study that investigated how different elements of Web sites affect people’s perception of credibility. Over 1400 people participated in this study, both from the U.S. and Europe, evaluating 51 different Web site elements. The data showed which elements boost and which elements hurt perceptions of Web credibility. Through analysis we found these elements fell into one of seven factors. In order of impact, the five types of elements that increased credibility perceptions were “real-world feel,” “ease of use,” “expertise,” “trustworthiness,” and “tailoring.” The two types of elements that hurt credibility were “commercial implications” and “amateurism.” This large-scale study lays the groundwork for further research into the elements that affect Web credibility. The results also suggest implications for designing credible Web sites.

Fogg, B.J., Jonathan Marshall, Othman Laraki, Alex Osipovich, Chris Varma, Nicholas Fang, Jyoti Paul, Akshay Rangnekar, John Shon, Preeti Swani and Marissa Treinen. Stanford University (2001). Articles>Web Design>Rhetoric