Resources

People often wonder how they can learn more about captology and our work. The Persuasive Tech Lab has a variety of resources compiled here to help you get started.

Video: The Power of Comments on Facebook

Psychology of Facebook: the Power of Commenting BJ Fogg discusses the “secret sauce” of social media and Facebook in particular: commenting....
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Article: New Rules of Persuasion

This article written for the RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) summarizes how to design for persuasion using today’s tools. The world of persuasion has changed rapidly over th...
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Article: Thoughts on Persuasive Technology

by BJ Fogg, Ph.D. Director, Persuasive Tech Lab at Stanford University The world of technology has changed dramatically in twenty years. In 1993, I went to Stanford University to study how to automate persuasion. As a do...
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Paper: Mass Interpersonal Persuasion

A new form of persuasion emerged in 2007: I call it “mass interpersonal persuasion” (MIP). This phenomenon brings together the power of interpersonal persuasion with the reach of mass media. I believe this new way to...
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Video: BJ Fogg discusses Simplicity

In this video BJ Fogg discusses the six resources in his model of simplicity. They include: time, money, physical effort, brain cycles, social deviance and non-routine. Simplicity is a function of the scarcest resource a...
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Slides: What makes a website credible?

Website Credibility These slides are part of a two-week curriculum on web credibility. There is also a step-by-step lesson plan that goes along with this. Download the curriculum here....
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Video: How Facebook Influences You (hot triggers!)

Why is Facebook News Feed brilliant? It puts hot triggers in the path of motivated people. In this video, you will also see why some news feed content gets “liked”, while others cause frustration....
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Video: How can links in YouTube change behavior?

See examples of how hot triggers in YouTube videos gave one YouTube star more control over what his users watched and helped a charity fundraise $10,000 in one day....
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Video: Why is Twitter Persuasive?

How did Twitter ever become so popular? This video answers this through the lens of the Fogg Behavior Model used by the Persuasive Technology Lab at Stanford....
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