Persuasive Technology Lab captology.stanford.edu 3. Surface credibility • We believe because of what we find on simple inspection. Examples . . . Increases credibility Decreases credibility Site looks professional. Site looks confusing. Site is from an organization you The organization has no recognize. presence outside the Web. You see that articles have The site uses many animated citations. features. #61 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.