Persuasive Technology Lab captology.stanford.edu Web credibility is part of captology Credibility gives you power to . . . 1. Change user attitudes For example • To think positively about the site operator • To feel comfortable interacting with the site • To embrace the site’s point of view 2. Change user behaviors For example • To register personal information • To complete e-commerce transactions • To return to the site often #11 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.