Persuasive Technology Lab captology.stanford.edu What participants did: 1. Logged on to www.mostcredible.org. 2. Were welcomed & introduced to the study. 3. Were randomly assigned to one of ten content categories (such as health or news). 4. Were given two live websites to evaluate. 5. Reviewed the two sites assigned to them. 6. Ranked the two sites according to credibility. 7. Left comments about each site’s credibility. Data Stanford collected – Credibility ranking – Comments on credibility – Demographic variables #40 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.