Persuasive Technology Lab captology.stanford.edu MostCredible Study -- 2002 Overview • What websites are most credible and why? • Done in collaboration with Consumers Union Setting up the study • Performed various pilot tests to find workable method • Chose 10 content categories (health, news, etc.) • Selected 10 websites per category (100 sites) Who participated • 2,684 people evaluated credibility of sites – Female: 58.1%, Male: 41.9% – Average age: 39.9 – Average Web use: 19.6 hours/week – Residence: 47 states & 29 countries #39 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.