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Persuasive Technology: Using Computers to Change What We Think and Do (Interactive Technologies) Paperback

ISBN-13: 978-1558606432 ISBN-10: 9781558606432 Edition: 1st

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Product Details

  • Series: Interactive Technologies
  • Paperback: 312 pages
  • Publisher: Morgan Kaufmann; 1 edition (December 30, 2002)
  • Language: English
  • ISBN-10: 9781558606432
  • ISBN-13: 978-1558606432
  • ASIN: 1558606432
  • Product Dimensions: 9 x 8 x 0.8 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Best Sellers Rank: #123,298 in Books (See Top 100 in Books)

Editorial Reviews

Review

It is rare for books to define a new discipline or fundamentally change how we think about technology and our jobs. This book does all of this. You MUST read this book, whether to grow your business or to teach your children how to overcome manipulation.
--Jakob Nielsen, Principal, Nielsen Norman Group

Today's technology is used to change attitudes and behavior. This powerful, yet easy-to-read book addresses the issues critically, with insight, and in depth. B.J. Fogg has created an important new discipline, one that is of vital importance to everyone.
--Donald A. Norman, Northwestern University, Co-founder, The Nielsen Norman Group

Any medium has the potential to do great good or harm. Learn how to use design to intervene and make our interaction with technology more humane. A must read for those who are serious about designing the future.
--Clement Mok, Designer and CEO of CMCD

Book Description

Defines an emerging field that studies the overlap of computers and persuasion

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Discover books, learn about writers, read author blogs, and more.

Customer Reviews

It's very easy to read and understand and is not reminiscent of a text book at all.
D. Sittler
I would highly recommend this book to anyone that uses computers at home or in the work place.
Linda F. Phillips
An excellent introduction to CAPTology, the study of Computers As Persuasive Technologies.
Mr. Ian D. Gray

Most Helpful Customer Reviews

19 of 20 people found the following review helpful By Stan Kachnowski on August 24, 2003
Format: Paperback
Dr. Fogg makes several critical points that are essential to improving the US healthcare system, particularly in the area of preventative disease:
* Computers offer an advantage over traditional persuasive media because they are interactive.
* As a tool, computers can be persuasive by making target behavior easier to do.
* Leading a user through a process aids in persuasion.
* Persuasive technologies often perform calculations or measurements that motivate.
* As a medium, a computer will be persuasive if it allows users to explore cause-and-effect relationships.
* Computing technologies that help people rehearse a behavior can be persuasive.
* Persuasive technologies can provide users with vicarious experiences that motivate them to change their behavior.
* By rewarding people with positive feedback, computers act as persuaders.
* Persuasive technologies often model a target behavior or attitude.
* Computers that create a relationship with the user and provide social support are effective persuaders.
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17 of 19 people found the following review helpful By "mersenne001" on January 13, 2003
Format: Paperback
Although much has been made of the secondary effects of technology--such as how "Email makes everyone a writer"--Fogg's book is the first that I am aware of to explicitly look at how computers themselves can be used as agents to change how people behave and think. As such, Fogg breaks a lot of new ground, giving a theoretical framework and practical advice for understanding how computers and the world-wide web work as persuasive media. Fogg wisely defines computers broadly: essentially, any interactive technology is a computing device, from the common desktop computer to a heart-rate monitor that gives feedback and analysis to the wearer.
Of particular note: Chapter 7 deals with what makes a web-site believable, and should be required reading for any web designer or content developer who wants surfers to change an action or belief based on their site, whether that action is as simple as returning to that site again and again or as complicated as stopping smoking. This chapter alone will be worth having the entire book on your shelf.
Another insight Fogg makes that struck me is how computers differ from traditional media in their ability to persuade: computers can adapt (within their programming of course) the message, its frequency and many other variables based on the response of the user. Television and print can't do that. This ability gives computers great power to persuade, closer in some ways to a human adapting a speech based on crowd response. Of course, computers have many advantages as persuasive agents that humans do not, such as the ability to provide anonymity and simulation of events. Persuasive Technology is filled with similar insights.
This is a very accessible book. Easy to skim when it deals with something less relevant to you. (Fogg's background in information design shows to great benefit.)
All in all worth the read.
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12 of 14 people found the following review helpful By Cate Riegner on January 20, 2003
Format: Paperback
It's 2003 and the initial excitement, innovation and greed that fueled the technology boom of the late 90s have all but disappeared. Yet left in their tracks are the tangible building blocks of an industry destined to continue changing commerce, education and social activism in profound and irreversible ways.
For a fresh perspective on the forces shaping next-phase software and Web development, look no further than "Persuasive Technology" by Dr. B.J. Fogg, director of the Persuasive Technology Lab at Stanford University. Surely, academic research may fail to generate the enthusiasm of erstwhile launch parties and public offerings, but Dr. Fogg's work offers a purposeful key to helping us understand, and thereby design, more effective and sustainable (read: revenue-generating) interactive technologies.
Proposing a new analytical model called "captology", short for "computers as persuasive technologies", Dr. Fogg is the first to address the increasingly important role of computers in actuating attitudinal and behavioral change - in other words, the ability to persuade users to take a particular action: to buy more, play more, lose weight, quit smoking, register to win, etc. For technology researchers accustom to the tenets of Usability - essentially the evaluation of functionality and "likability" - captology goes a significant step further, addressing the extent to which an interactive device (be it a website or mobile phone) succeeds in changing users' attitudes and behaviors. The importance of this research is unquestionable, if you can imagine (or personally relate to) an online marketer anxious to sell more goods, or a smoker who turns to a motivational website to help him/her quit.
Read more ›
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9 of 11 people found the following review helpful By Peter J. Wasilko, Esq., J.D., LL.M. on April 28, 2003
Format: Paperback
"Persuasive Technology: Using Computers to Change What We Think and Do" by B.J. Fogg puts to rest the old adage about ivory tower academics obsessing over trivia. The research studies reported in this book demonstrate the power and practicality of scholarly methods when applied to real world issues. Moreover, Fogg's methodology and findings are presented in highly accessible language that can be understood by anyone from high school students on up.
But the remarkable comprehensibility of this work should not be taken for a lack of substance. Make no mistake, there are many deep ideas herein and the ethics of using computers to influence behavior are given the same insightful treatment as the applied techniques surveyed throughout.
Yet beyond the specific findings of the studies reported on its pages (which will eventually be extended or superceded), Persuasive Technology offers a truly rich framework that defines the shape of an entirely new discipline. As such it will stand the test of time and serve as a guide to generations of scholars, designers, and developers in the years ahead.
This book should be required reading for anyone contemplating a high tech startup venture, developing a web presence for his or her organization, or studying such topics as Communications, Information Science, Marketing, and Computer Science.
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