Persuasive Technology Lab captology.stanford.edu Why this framework is helpful • Provides a set of terms for discussion • Enhances both research & design • Asking better questions • Seeing more possibilities Presumed Reputed Surface Earned Credibility Credibility Credibility Credibility Trustworthiness Expertise #64 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.