Persuasive Technology Lab captology.stanford.edu Results -- Analysis of all comments Analyzed over 2600 comments and classified them Topic of Credibility Comment Incidence Design Look 46.1% Information Design/Structure 28.5% Information Focus 25.1% Company Motive 15.5% Usefulness of Information 14.8% Accuracy of Information 14.3% Name Recognition & Reputation 14.1% Advertising 13.8% Bias of Information 11.6% Tone of the Writing 9.0% Identity of Site Sponsor 8.8% Functionality of Site 8.6% Customer Service 6.4% Note that a comment could Past Experience with Site 4.6% be classified in more than Information Clarity 3.7% one category, such as a Performance on a Test 3.6% comment criticizing the Readability 3.6% visual design and doubting Affiliations 3.4% the accuracy of the information. #41 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.