Persuasive Technology Lab captology.stanford.edu Guideline #4 brainiacs “R” us • Highlight the expertise in your organization and in the content and services you provide. Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don't link to outside sites that are not credible. Your site becomes less credible by association. Research support – acm99, chi99, chi00, chi01a, chi01b, ptl02, cww02, unp #23 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.