Persuasive Technology Lab captology.stanford.edu Background for P-I Theory What did these studies really investigate? Stanford Web Credibility Surveys – 1999, 2002 – This research focused on the abstract judgments people made about website elements. – e.g., How much does having a privacy policy boost a site’s credibility? –That’sinterpretation. Stanford MostCredible Study – 2002 • This research focused on the things people noticed when examining the credibility of real websites. •That’s prominence. Note: There is some slippage. Neither is a perfect example of studying interpretation or prominence, but they are sufficiently close. #51 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.