Persuasive Technology Lab captology.stanford.edu 4. Earned credibility • We believe because of past experience with site. Examples . . . Increases credibility Decreases credibility You get a quick response to a The site has a broken link. customer service question. The site takes a long time to You can navigate the site easily. download each page. You’ve found the content to be You’ve seen factual errors on fair and balanced. the site. #63 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.