Persuasive Technology Lab captology.stanford.edu A Deeper Understanding of Web Credibility 1. Prominence-Interpretation Theory • This theory describes how people assess the credibility of websites. 2. Fogg’s Maxim for Credible Design • This phrase is the key to designing credible websites. 3. Four Types of Credibility • This framework outlines four ways that credibility can be won or lost. 4. Framework for Website Elements • The framework can help designers understand which website elements are under their control when designing for credibility (and which elements are not). #49 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.