Document (#26878)

Author

Fogg, B.J.

Title

Persuasive technology : using computers to change what we think and do

Imprint

San Francisco, CA : Morgan Kaufmann

Year

2003

Pages

283 S

Isbn

1-55860-643-2

Footnote

Rez. in: JASIS 54(2003) no.12, S.1168-1170 (A.D. Petrou): "Computers as persuasive technology, or Captology, is the topic of the ten chapters in B.J. Fogg's book. As the author states, the main focus of Captology is not an computer mediated communications (CMC), but rather an human computer interaction (HCI). Furthermore, according to the author, "captology focuses an the design, research, and analysis of interactive computing products created for the purpose of changing people's attitudes or behaviors. It describes the areas where technology and persuasion overlap" (p. 5). Each of the book's chapters presents theories, arguments, and examples to convince readers of a large and growing part that computing products play in persuading people to change their behaviors for the better in a variety of areas. Currently, some of the areas for which B.J. Fogg considers computing products as persuasive or influential in motivating individuals to change their behaviors include quitting smoking, practicing safer sex, eating healthier, staying in shape, improving study habits, and helping doctors develop richer empathy for the pain experienced by their patients. In the wrong hands, however, B.J. Fogg wams, the computer's power to persuade can be enlisted to support unethical social ends and to serve corporate interests that deliver no real benefits to consumers. While Captology's concerns about the ethical side of computing products as persuasive tools are summarized in a chapter an ethics, they are also incorporated as short reminders throughout the book's ten chapters. A strength of the book, however, is that the author does not take it for granted that readers will agree with him an the persuasive power for computers. In addition to the technical and social theories he articulates, B .J. Fogg presents empirical evidence from his own research and also provides many examples of computing products designed to persuade people to change their behaviors. Computers can be designed to be highly interactive and to include many modalities for persuasion to match different situations and human personalities, such as submissive or dominant. Furthermore, computers may allow for anonymity in use and can be ubiquitous. ... Yet, there is no denying an effectiveness in the arguments and empirical data put forth by B.J. Fogg about Captology's power to explain how a merging of technology with techniques of persuasion can help change human behavior for the better. The widespread influence of computing products and a need to ethically manage such influence over human behavior should command our attention as users and researchers and most importantly as designers and producers of computing products."

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