Persuasive Technology Lab captology.stanford.edu Web Credibility Grid Examples of elements Grid with examples that increase credibility* Presumed Reputed Surface Earned Credibility Credibility Credibility Credibility Web Site The provider The provider Users are Users with Provider is a nonprofit is recognized familiar with questions organization. as an expert the provider receive quick by others. outside of the and helpful Web context. answers. The site has The content The site The site’s Web Site ads from has been appears to content has Content reputable approved by have lots of always been •information companies. an outside relevant accurate and •functionality agency. information. unbiased. The site was The site won The site has a The site is Web Site created by an an award for pleasing easy to Design outside technical visual design. navigate. •aesthetic design firm. achievement. •information •technical •interaction *These are working hypotheses. To date, we’ve studied only some of these variables. #68 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.