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| Foreword | |
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| Preface | |
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| Introduction: Persuasion in the Digital Age | |
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| Persuasion on the Web | |
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| Beyond the Web | |
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| The Emergence of "Captology" | |
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| Potential and Pitfalls | |
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| Advantage over Traditional Media: Interactivity | |
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| Advantages over Human Persuaders | |
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| Computers Are Persistent | |
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| Computers Allow Anonymity | |
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| Computers Can Store, Access, and Manipulate Huge Volumes of Data | |
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| Computers Can Use Many Modalities | |
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| Computer Software Can Scale | |
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| Computers Can Be Ubiquitous | |
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| How to Read This Book | |
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| Notes and References | |
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| Overview of Captology | |
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| Defining Persuasion | |
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| Focus on the Human-Computer Relationship | |
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| Persuasion Is Based on Intentions, Not Outcomes | |
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| Levels of Persuasion: Macro and Micro | |
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| Microsuasion on the Web | |
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| Microsuasion in Video Games | |
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| Captology: Summary of Key Terms and Concepts | |
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| Notes and References | |
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| The Functional Triad: Computers in Persuasive Roles | |
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| The Functional Triad: Roles Computers Play | |
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| Computers as Tools | |
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| Computers as Media | |
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| Computers as Social Actors | |
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| Applying the Functional Triad to Captology | |
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| Research and Design Applications | |
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| Notes and References | |
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| Computers as Persuasive Tools | |
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| Seven Types of Persuasive Technology Tools | |
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| Reduction Technology: Persuading through Simplifying | |
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| Simplifying Political Input | |
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| Tunneling Technology: Guided Persuasion | |
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| Ethical Concerns | |
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| Tailoring Technology: Persuasion through Customization | |
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| Ethical Concerns | |
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| Tailoring Information for Context | |
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| Suggestion Technology: Intervening at the Right Time | |
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| Timing Is Critical | |
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| Self-Monitoring Technology: Taking the Tedium Out of Tracking | |
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| Eliminating a Language Quirk | |
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| Surveillance Technology: Persuasion through Observation | |
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| Surveillance Must Be Overt | |
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| Rewarding through Surveillance | |
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| Public Compliance without Private Acceptance | |
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| Conditioning Technology: Reinforcing Target Behaviors | |
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| Technology Applications of Operant Conditioning | |
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| Operant Conditioning in Computer Games | |
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| Applying Periodic Reinforcement | |
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| Shaping Complex Behaviors | |
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| The Right Persuasive Tool(s) for the Job | |
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| Notes and References | |
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| Computers as Persuasive Media: Simulation | |
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| Persuading through Computer Simulation | |
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| Cause-and-Effect Simulations: Offering Exploration and Insight | |
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| HIV Roulette: A Cause-and-Effect Simulator | |
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| Rockett's New School: Learning Social Skills | |
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| Implications of Designer Bias | |
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| Environment Simulations: Creating Spaces for Persuasive Experiences | |
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| LifeFitness VR Rowing Machine: Competing in a Virtual Environment | |
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| The Tectrix VR Bike: Pedaling to Explore a Virtual Environment | |
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| Managing Asthma in a Simulated Environment | |
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| Using Simulation to Overcome Phobias | |
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| In My Steps: Helping Doctors to Empathize with Cancer Patients | |
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| Object Simulations: Providing Experiences in Everyday Contexts | |
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| Baby Think It Over: An Infant Simulator | |
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| Drunk Driving Simulator | |
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| Notes and References | |
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| Computers as Persuasive Social Actors | |
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| Five Types of Social Cues | |
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| Persuasion through Physical Cues | |
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| The Impact of Physical Attractiveness | |
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| Using Psychological Cues to Persuade | |
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| The Stanford Similarity Studies | |
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| The Personality Study | |
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| The Affiliation Study | |
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| Ethical and Practical Considerations | |
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| The Oscilloscope Study | |
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| Influencing through Language | |
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| Persuading through Praise | |
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| Social Dynamics | |
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| The Reciprocity Study | |
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| Persuading by Adopting Social Roles | |
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| Computers in Roles of Authority | |
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| Social Cues: Handle with Care | |
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| Notes and References | |
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| Credibility and Computers | |
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| What Is "Credibility"? | |
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| A Simple Definition | |
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| Trustworthiness | |
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| Expertise | |
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| Combinations of Trustworthiness and Expertise | |
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| When Credibility Matters in Human-Computer Interaction | |
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| Instructing or Advising | |
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| Reporting Measurements | |
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| Providing Information and Analysis | |
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| Reporting on Work Performed | |
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| Reporting on Their Own State | |
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| Running Simulations | |
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| Rendering Virtual Environments | |
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| Four Types of Credibility | |
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| Presumed Credibility | |
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| Surface Credibility | |
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| Reputed Credibility | |
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| Earned Credibility | |
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| Dynamics of Computer Credibility | |
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| Errors in Credibility Evaluations | |
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| Appropriate Credibility Perceptions | |
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| The Future of Computer Credibility | |
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| Notes and References | |
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| Credibility and the World Wide Web | |
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| The Importance of Web Credibility | |
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| Variability of Web Credibility | |
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| Two Sides of Web Credibility | |
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| The Stanford Web Credibility Studies | |
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| A Few Words about Our Findings | |
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| Interpreting the Data | |
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| Trustworthiness and Expertise on the Web | |
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| Trustworthiness and Web Credibility | |
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| Elements that Increase Credibility: Significant Changes in 2002 Results | |
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| Elements that Decrease Credibility: Significant Changes in 2002 Results | |
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| Expertise and Web Site Credibility | |
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| Elements that Increase Credibility: Significant Changes in 2002 Results | |
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| Elements that Decrease Credibility: No Significant Changes in 2002 | |
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| The Four Types of Web Credibility | |
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| Presumed Credibility on the Web | |
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| Reputed Credibility on the Web | |
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| Awards | |
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| Seals of Approval | |
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| Links from Credible Sources | |
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| Word-of-Mouth Referrals | |
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| Surface Credibility on the Web | |
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| Design Matters | |
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| Enhancing Surface Credibility | |
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| Earned Credibility on the Web | |
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| The Interaction Is Easy | |
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| The Information Is Personalized | |
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| The Service Is Responsive to Customer Issues | |
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| The Web Credibility Framework | |
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| The Web Credibility Grid | |
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| The Future of Web Credibility Research and Design | |
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| Notes and References | |
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| Increasing Persuasion through Mobility and Connectivity | |
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| Intervening at the Right Time and Place | |
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| The Study Buddy | |
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| HydroTech | |
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| An Emerging Frontier for Persuasive Technology | |
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| Persuasion through Mobile Technology | |
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| Examining Mobile Health Applications | |
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| The Kairos Factor | |
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| The Convenience Factor | |
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| Simplifying Mobile Devices to Increase Persuasion Power | |
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| Wedded to Mobile Technology | |
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| Motivating Users to Achieve Their Own Goals | |
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| The Importance of Experience Design | |
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| Persuasion through Connected Technology | |
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| Leveraging Current, Contingent, and Coordinated Information | |
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| Connected Products: Leveraging Social Influence | |
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| Persuading through Social Facilitation | |
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| The Power of Social Comparison | |
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| Leveraging Conformity--and Resistance | |
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| Applying Social Learning Theory | |
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| Modeling Behavior at QuitNet.com | |
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| Modeling at epinions.com | |
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| Persuading through Intrinsic Motivation | |
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| AlternaTV: Leveraging Group-Level Intrinsic Motivators | |
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| The Future of Mobile and Connected Persuasive Technology | |
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| Notes and References | |
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| The Ethics of Persuasive Technology | |
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| Is Persuasion Unethical? | |
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| Unique Ethical Concerns Related to Persuasive Technology | |
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| The Novelty of the Technology Can Mask Its Persuasive Intent | |
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| Persuasive Technology Can Exploit the Positive Reputation of Computers | |
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| Computers Can Be Proactively Persistent | |
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| Computers Control the Interactive Possibilities | |
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| Computers Can Affect Emotions But Can't Be Affected by Them | |
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| Computers Cannot Shoulder Responsibility | |
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| Intentions, Methods, and Outcomes: Three Areas Worthy of Inquiry | |
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| Intentions: Why Was the Product Created? | |
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| Methods of Persuasion | |
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| Using Emotions to Persuade | |
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| Methods That Always Are Unethical | |
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| Methods That Raise Red Flags | |
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| Operant Conditioning | |
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| Surveillance | |
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| Outcomes: Intended and Unintended | |
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| Responsibility for Unintended Outcomes | |
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| When Persuasion Targets Vulnerable Groups | |
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| Stakeholder Analysis: A Methodology for Analyzing Ethics | |
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| List All of the Stakeholders | |
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| List What Each Stakeholder Has to Gain | |
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| List What Each Stakeholder Has to Lose | |
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| Evaluate Which Stakeholder Has the Most to Gain | |
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| Evaluate Which Stakeholder Has the Most to Lose | |
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| Determine Ethics by Examining Gains and Losses in Terms of Values | |
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| Acknowledge the Values and Assumptions You Bring to Your Analysis | |
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| Education Is Key | |
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| Notes and References | |
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| Captology: Looking Forward | |
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| Five Future Trends in Captology | |
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| Pervasive Persuasive Technologies | |
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| Growth Beyond Buying and Branding | |
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| Healthcare | |
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| Education | |
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| Increase in Specialized Persuasive Devices | |
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| Increased Focus on Influence Strategies | |
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| A New Focus on Influence Tactics | |
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| Looking Forward Responsibly | |
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| Notes and References | |
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| Summary of Principles | |
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| Figure Credits | |
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| Index | |
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| About the Author | |