Persuasive Technology Lab captology.stanford.edu A health website with high credibility What people said “Addresses important issues” “Lack of marketing copy makes it more credible” “Laid out in a very matter-of-fact manner” “Very professional looking” “Gov affiliation makes it credible” “Site owners don’t have ulterior motives for presenting the information” “The vocabulary seems to come from more of an expert” “It looks like it’s intended for doctors and researchers, not for everyday consumers of medical services -- this boosts its credibility.” #44 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.