Enhanced descriptions from Syndetics:

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.

Table of contents provided by Syndetics

• Foreword (p. ix)
• Preface (p. xxiii)
• Introduction: Persuasion in the Digital Age (p. 1)
• Persuasion on the Web (p. 2)
• Beyond the Web (p. 2)
• The Emergence of "Captology" (p. 5)
• Potential and Pitfalls (p. 5)
• Advantage over Traditional Media: Interactivity (p. 6)
• Advantages over Human Persuaders (p. 7)
• 1. Computers Are Persistent (p. 7)
• 2. Computers Allow Anonymity (p. 8)
• 3. Computers Can Store, Access, and Manipulate Huge Volumes of Data (p. 8)
• 4. Computers Can Use Many Modalities (p. 9)
• 5. Computer Software Can Scale (p. 10)
• 6. Computers Can Be Ubiquitous (p. 10)
• How to Read This Book (p. 11)
• Notes and References (p. 12)
• Chapter 1 Overview of Captology (p. 15)
• Defining Persuasion (p. 15)
• Focus on the Human-Computer Relationship (p. 16)
• Persuasion Is Based on Intentions, Not Outcomes (p. 16)
• Levels of Persuasion: Macro and Micro (p. 17)
• Microsuasion on the Web (p. 19)
• Microsuasion in Video Games (p. 19)
• Captology: Summary of Key Terms and Concepts (p. 20)
• Notes and References (p. 20)
• Chapter 2 The Functional Triad: Computers in Persuasive Roles (p. 23)
• The Functional Triad: Roles Computers Play (p. 23)
• Computers as Tools (p. 24)
• Computers as Media (p. 25)
• Computers as Social Actors (p. 26)
• Applying the Functional Triad to Captology (p. 27)
• Research and Design Applications (p. 27)
• Notes and References (p. 29)
• Chapter 3 Computers as Persuasive Tools (p. 31)
• Seven Types of Persuasive Technology Tools (p. 32)
• Reduction Technology: Persuading through Simplifying (p. 33)
• Simplifying Political Input (p. 34)
• Tunneling Technology: Guided Persuasion (p. 34)
• Ethical Concerns (p. 37)
• Tailoring Technology: Persuasion through Customization (p. 37)
• Ethical Concerns (p. 40)
• Tailoring Information for Context (p. 40)
• Suggestion Technology: Intervening at the Right Time (p. 41)
• Timing Is Critical (p. 43)
• Self-Monitoring Technology: Taking the Tedium Out of Tracking (p. 44)
• Eliminating a Language Quirk (p. 45)
• Surveillance Technology: Persuasion through Observation (p. 46)
• Surveillance Must Be Overt (p. 47)
• Rewarding through Surveillance (p. 48)
• Public Compliance without Private Acceptance (p. 49)
• Conditioning Technology: Reinforcing Target Behaviors (p. 49)
• Technology Applications of Operant Conditioning (p. 50)
• Operant Conditioning in Computer Games (p. 51)
• Applying Periodic Reinforcement (p. 51)
• Shaping Complex Behaviors (p. 53)
• The Right Persuasive Tool(s) for the Job (p. 53)
• Notes and References (p. 54)
• Chapter 4 Computers as Persuasive Media: Simulation (p. 61)
• Persuading through Computer Simulation (p. 62)
• Cause-and-Effect Simulations: Offering Exploration and Insight (p. 63)
• HIV Roulette: A Cause-and-Effect Simulator (p. 64)
• Rockett's New School: Learning Social Skills (p. 66)
• Implications of Designer Bias (p. 67)
• Environment Simulations: Creating Spaces for Persuasive Experiences (p. 69)
• LifeFitness VR Rowing Machine: Competing in a Virtual Environment (p. 70)
• The Tectrix VR Bike: Pedaling to Explore a Virtual Environment (p. 70)
• Managing Asthma in a Simulated Environment (p. 72)
• Using Simulation to Overcome Phobias (p. 74)
• In My Steps: Helping Doctors to Empathize with Cancer Patients (p. 76)
• Object Simulations: Providing Experiences in Everyday Contexts (p. 77)
• Baby Think It Over: An Infant Simulator (p. 78)
• Drunk Driving Simulator (p. 79)
• Notes and References (p. 82)
• Chapter 5 Computers as Persuasive Social Actors (p. 89)
• Five Types of Social Cues (p. 90)
• Persuasion through Physical Cues (p. 91)
• The Impact of Physical Attractiveness (p. 92)
• Using Psychological Cues to Persuade (p. 94)
• The Stanford Similarity Studies (p. 95)
• The Personality Study (p. 95)
• The Affiliation Study (p. 98)
• Ethical and Practical Considerations (p. 100)
• The Oscilloscope Study (p. 100)
• Influencing through Language (p. 101)
• Persuading through Praise (p. 103)
• Social Dynamics (p. 105)
• The Reciprocity Study (p. 108)
• Persuading by Adopting Social Roles (p. 111)
• Computers in Roles of Authority (p. 111)
• Social Cues: Handle with Care (p. 114)
• Notes and References (p. 115)
• Chapter 6 Credibility and Computers (p. 121)
• What Is "Credibility"? (p. 122)
• A Simple Definition (p. 122)
• Trustworthiness (p. 123)
• Expertise (p. 124)
• Combinations of Trustworthiness and Expertise (p. 124)
• When Credibility Matters in Human-Computer Interaction (p. 125)
• Instructing or Advising (p. 126)
• Reporting Measurements (p. 127)
• Providing Information and Analysis (p. 128)
• Reporting on Work Performed (p. 128)
• Reporting on Their Own State (p. 129)
• Running Simulations (p. 130)
• Rendering Virtual Environments (p. 130)
• Four Types of Credibility (p. 131)
• Presumed Credibility (p. 132)
• Surface Credibility (p. 132)
• Reputed Credibility (p. 135)
• Earned Credibility (p. 136)
• Dynamics of Computer Credibility (p. 137)
• Errors in Credibility Evaluations (p. 139)
• Appropriate Credibility Perceptions (p. 140)
• The Future of Computer Credibility (p. 141)
• Notes and References (p. 141)
• Chapter 7 Credibility and the World Wide Web (p. 147)
• The Importance of Web Credibility (p. 148)
• Variability of Web Credibility (p. 148)
• Two Sides of Web Credibility (p. 149)
• The Stanford Web Credibility Studies (p. 150)
• A Few Words about Our Findings (p. 152)
• Interpreting the Data (p. 155)
• Trustworthiness and Expertise on the Web (p. 156)
• Trustworthiness and Web Credibility (p. 156)
• Elements that Increase Credibility: Significant Changes in 2002 Results (p. 157)
• Elements that Decrease Credibility: Significant Changes in 2002 Results (p. 159)
• Expertise and Web Site Credibility (p. 160)
• Elements that Increase Credibility: Significant Changes in 2002 Results (p. 161)
• Elements that Decrease Credibility: No Significant Changes in 2002 (p. 162)
• The Four Types of Web Credibility (p. 163)
• Presumed Credibility on the Web (p. 163)
• Reputed Credibility on the Web (p. 165)
• Awards (p. 165)
• Seals of Approval (p. 165)
• Links from Credible Sources (p. 166)
• Word-of-Mouth Referrals (p. 167)
• Surface Credibility on the Web (p. 167)
• Design Matters (p. 167)
• Enhancing Surface Credibility (p. 169)
• Earned Credibility on the Web (p. 170)
• The Interaction Is Easy (p. 171)
• The Information Is Personalized (p. 172)
• The Service Is Responsive to Customer Issues (p. 172)
• The Web Credibility Framework (p. 173)
• The Web Credibility Grid (p. 175)
• The Future of Web Credibility Research and Design (p. 176)
• Notes and References (p. 177)
• Chapter 8 Increasing Persuasion through Mobility and Connectivity (p. 183)
• Intervening at the Right Time and Place (p. 183)
• The Study Buddy (p. 183)
• HydroTech (p. 184)
• An Emerging Frontier for Persuasive Technology (p. 185)
• Persuasion through Mobile Technology (p. 185)
• Examining Mobile Health Applications (p. 186)
• The Kairos Factor (p. 187)
• The Convenience Factor (p. 188)
• Simplifying Mobile Devices to Increase Persuasion Power (p. 190)
• Wedded to Mobile Technology (p. 192)
• Motivating Users to Achieve Their Own Goals (p. 193)
• The Importance of Experience Design (p. 194)
• Persuasion through Connected Technology (p. 195)
• Leveraging Current, Contingent, and Coordinated Information (p. 195)
• Connected Products: Leveraging Social Influence (p. 197)
• Persuading through Social Facilitation (p. 197)
• The Power of Social Comparison (p. 198)
• Leveraging Conformity--and Resistance (p. 199)
• Applying Social Learning Theory (p. 201)
• Modeling Behavior at QuitNet.com (p. 201)
• Modeling at epinions.com (p. 204)
• Persuading through Intrinsic Motivation (p. 204)
• AlternaTV: Leveraging Group-Level Intrinsic Motivators (p. 205)
• The Future of Mobile and Connected Persuasive Technology (p. 207)
• Notes and References (p. 208)
• Chapter 9 The Ethics of Persuasive Technology (p. 211)
• Is Persuasion Unethical? (p. 212)
• Unique Ethical Concerns Related to Persuasive Technology (p. 213)
• 1. The Novelty of the Technology Can Mask Its Persuasive Intent (p. 213)
• 2. Persuasive Technology Can Exploit the Positive Reputation of Computers (p. 215)
• 3. Computers Can Be Proactively Persistent (p. 216)
• 4. Computers Control the Interactive Possibilities (p. 216)
• 5. Computers Can Affect Emotions But Can't Be Affected by Them (p. 217)
• 6. Computers Cannot Shoulder Responsibility (p. 218)
• Intentions, Methods, and Outcomes: Three Areas Worthy of Inquiry (p. 220)
• Intentions: Why Was the Product Created? (p. 220)
• Methods of Persuasion (p. 221)
• Using Emotions to Persuade (p. 222)
• Methods That Always Are Unethical (p. 223)
• Methods That Raise Red Flags (p. 224)
• Operant Conditioning (p. 224)
• Surveillance (p. 226)
• Outcomes: Intended and Unintended (p. 227)
• Responsibility for Unintended Outcomes (p. 229)
• When Persuasion Targets Vulnerable Groups (p. 230)
• Stakeholder Analysis: A Methodology for Analyzing Ethics (p. 233)
• Step 1 List All of the Stakeholders (p. 233)
• Step 2 List What Each Stakeholder Has to Gain (p. 233)
• Step 3 List What Each Stakeholder Has to Lose (p. 234)
• Step 4 Evaluate Which Stakeholder Has the Most to Gain (p. 234)
• Step 5 Evaluate Which Stakeholder Has the Most to Lose (p. 234)
• Step 6 Determine Ethics by Examining Gains and Losses in Terms of Values (p. 234)
• Step 7 Acknowledge the Values and Assumptions You Bring to Your Analysis (p. 234)
• Education Is Key (p. 235)
• Notes and References (p. 235)
• Chapter 10 Captology: Looking Forward (p. 241)
• Five Future Trends in Captology (p. 243)
• Trend 1 Pervasive Persuasive Technologies (p. 243)
• Trend 2 Growth Beyond Buying and Branding (p. 244)
• Healthcare (p. 245)
• Education (p. 246)
• Trend 3 Increase in Specialized Persuasive Devices (p. 246)
• Trend 4 Increased Focus on Influence Strategies (p. 247)
• Trend 5 A New Focus on Influence Tactics (p. 249)
• Looking Forward Responsibly (p. 250)
• Notes and References (p. 251)
• Appendix Summary of Principles (p. 255)
• Figure Credits (p. 263)
• Index (p. 267)
• About the Author (p. 283)