Persuasive Technology Lab captology.stanford.edu Results -- Overall vs Health Sites Topic of Credibility Comment All Sites % Health Sites % Design Look 46.1 41.8 Information Design/Structure 28.5 28.3 Information Focus 25.1 33.0 Company Motive 15.5 17.8 Usefulness of Information 14.8 20.5 Accuracy of Information 14.3 18.7 Name Recognition & Reputation 14.1 10.9 Advertising 13.8 21.3 Bias of Information 11.6 14.8 Tone of the Writing 9.0 8.3 Identity of Site Sponsor 8.8 9.1 Functionality of Site 8.6 8.3 Customer Service 6.4 0.4 Past Experience with Site 4.6 2.1 Information Clarity 3.7 6.0 Performance on a Test 3.6 1.7 Readability 3.6 3.5 Affiliations 3.4 5.6 #46 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.