Persuasive Technology Lab captology.stanford.edu 1. Presumed Credibility • We believe because of general assumptions we hold. Examples . . . Increases credibility Decreases credibility Domain name has “.org” Site has AOL domain name Info on the site is constantly Info on the site is rarely updated updated International brand name Unknown brand name #57 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.