Persuasive Technology Lab captology.stanford.edu Insights from Web Credibility Research Guidelines are useful but they . . . – are simplistic. – don’t apply in all cases. – stop people from gaining a deeper understanding. The research behind the guidelines: – Stanford Web Credibility Surveys – 1999, 2002 – Stanford MostCredible Studies – 2002, 2003 – Note: There are other studies not covered here. • e.g., impact of photos, titles, typos, ads, specialty content #32 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.