Persuasive Technology Lab captology.stanford.edu Why does Web credibility matter? Web presence Web has least Web has most is vital for most credible info of credible info of companies any medium any medium Web sites are The Web is not Big money first customer going away is at stake contact point Web users can Web-based info Few have be naïve or lazy & services are studied this common (publicly) The practical bottom line: Those who can design for credibility gain a strategic advantage. #10 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.