Persuasive Technology Lab captology.stanford.edu 2. Reputed credibility • We believe because of a reference from a third party. Examples . . . Increases credibility Decreases credibility Your medical doctor referred Your friend said the site was you to this Web site. horrible. The site won an award. The newspaper said the site An authoritative Web site linked was down for three days. to this site. A political group you don’t like endorses the site. #59 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.