B. J. Fogg

A behavior model for persuasive design

This paper presents a new model for understanding human behavior. In this model (FBM), behavior is a product of three factors: motivation, ability, and triggers, each of which has subcomponents. The FBM asserts that for a person to perform a target behavior, he or she must (1) be sufficiently motivated, (2) have the ability to perform the behavior, and (3) be triggered to perform the behavior. These three factors must occur at the same moment, else the behavior will not happen. The FBM is useful in analysis and design of persuasive technologies. The FBM also helps teams work together efficiently because this model gives people a shared way of thinking about behavior change.

What makes Web sites credible?: a report on a large quantitative study

The credibility of web sites is becoming an increasingly important area to understand. To expand knowledge in this domain, we conducted an online study that investigated how different elements of Web sites affect peoples perception of credibility. Over 1400 people participated in this study, both from the U.S. and Europe, evaluating 51 different Web site elements. The data showed which elements boost and which elements hurt perceptions of Web credibility. Through analysis we found these elements fell into one of seven factors. In order of impact, the five types of elements that increased credibility perceptions were “real-world feel”, “ease of use”, “expertise”, “trustworthiness”, and “tailoring”. The two types of elements that hurt credibility were “commercial implications&rdquo ;and “amateurism”. This large-scale study lays the groundwork for further research into the elements that affect Web credibility. The results also suggest implications for designing credible Web sites.

The elements of computer credibility

Given the importance of credibility in computing products, theresearch on computer credibility is relatively small. To enhanceknowledge about computers and credibility, we define key termsrelating to computer credibility, synthesize the literature in thisdomain, and propose three new conceptual frameworks for betterunderstanding the elements of computer credibility. To promotefurther research, we then offer two perspectives on what computerusers evaluate when assessing credibility. We conclude bypresenting a set of credibility-related terms that can serve infuture research and evaluation endeavors.

How do users evaluate the credibility of Web sites?: a study with over 2,500 participants

In this study 2,684 people evaluated the credibility of two live Web sites on a similar topic (such as health sites). We gathered the comments people wrote about each siteís credibility and analyzed the comments to find out what features of a Web site get noticed when people evaluate credibility. We found that the ìdesign lookî of the site was mentioned most frequently, being present in 46.1% of the comments. Next most common were comments about information structure and information focus. In this paper we share sample participant comments in the top 18 areas that people noticed when evaluating Web site credibility. We discuss reasons for the prominence of design look, point out how future studies can build on what we have learned in this new line of research, and outline six design implications for human-computer interaction professionals.

Credibility and computing technology

But like many aspects of our human society, computers seem to be facing a credibility crisis. Due in part to the popularization of the Internet, the cultural myth of the highly credible computer may soon be history. Although healthy skepticism about computers can be a good thing, if the pendulum swings too far in this direction, computers—especially with respect to Web-based content—could be viewed as among the least credible information sources, rivaling TV infomercials and supermarket tabloids for such dubious distinction. What is credibility? What makes computers credible? And what can we, as computer professionals, do to enhance the credibility of the products we design, build, and promote? We don’t fully answer these questions here, but we define key terms, summarize knowledge on computer credibility, and suggest frameworks for understanding issues in this domain.

Can computers be teammates

This study investigated the claim that humans will readily form team relationships with computers. Drawing from the group dynamic literature in human-human interactions, a laboratory experiment (n=56) manipulated identity and interdependence to create team affiliation in a human-computer interaction. The data show that subjects who are told they are interdependent with the computer affiliate with the computer as a team. The data also show that the effects of being in a team with a computer are the same as the effects of being in a team with another human: subjects in the interdependence conditions perceived the computer to be more similar to themselves, saw themselves as more cooperative, were more open to influence from the computer, thought the information from the computer was of higher quality, found the information from the computer friendlier, and conformed more to the computers information. Subjects in the identity conditions showed neither team affiliation nor the effects of team affiliation.

Persuasive computers: perspectives and research directions

The study of computers as persuasive technologies (called “captology”) was introduced at CHI 97 as a new area of inquiry. This paper proposes definitions, perspectives, and research directions for further investigation of this field A persuasive computer is an interactive technology that attempts to change attitudes or behaviors in some way. Perspective 1 describes how computers can inherit three types of intentionality: endogenous, exogenous, and autogenous. Perspective 2 presents the ‘Functional Triad,” which illustrates that computers can function as persuasive tools, media, and social actors. Perspective 3 presents a ‘levels of analysis” approach for captology, which include varying levels from individual to societal- Perspective 4 suggests a simple method for exploring the design space for persuasive computers. Perspective 5 highlights some ethical issues inherent in persuasive computing. The paper concludes by proposing seven directions for further research and design.

Prominence-interpretation theory: explaining how people assess credibility online

Four years of research has led to a theory that describes how people assess the credibility of Web sites. This theory proposes that users notice and interpret various Web site elements to arrive at an overall credibility assessment. Although preliminary, this theory explains previous research results and suggests directions for future studies.

Creating persuasive technologies: an eight-step design process

This paper outlines eight steps to follow as best practices in the early stages of persuasive technology design. The eight-step process, drawn from demonstrated successes in industry practice, begins with defining the persuasion goal to match a target audience with an appropriate technology channel. Subsequent steps include imitating successful examples of persuasive design, performing rapid trials, measuring behavioral outcomes, and building on small successes.

Behavior wizard: a method for matching target behaviors with solutions

We present a method for matching target behaviors with solutions for achieving those behaviors. Called the Behavior Wizard, this method first classifies behavior change targets into one of 15 types. Later stages focus on triggers for the target behaviors and on relevant theories and techniques. This new approach to persuasive design, as well as the terminology we propose, can lead to insights into the patterns of behavior change. The Behavior Wizard can also increase success rates in academic studies and commercial products. The most current version of this method is at www.BehaviorWizard.org.