Persuasive Technology: Using Computers to Change What We... and over 2 million other books are available for Amazon Kindle . Learn more
FREE Delivery in the UK.
Only 1 left in stock (more on the way).
Dispatched from and sold by Amazon.
Gift-wrap available.
Persuasive Technology: Us... has been added to your Basket
+ £2.80 UK delivery
Used: Good | Details
Sold by watermillbooks
Condition: Used: Good
Comment: Has been read but remains in clean condition. All pages are intact and the cover is intact. The spine may show signs of wear. All orders are dispatched within 1 working day from our UK warehouse. We are dedicated to recycling unwanted books on behalf of a number of UK charities who benefit from added revenue through the sale of their books plus huge savings in waste disposal. No quibble refund if not completely satisfied.
Trade in your item
Get a £4.25
Gift Card.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

Persuasive Technology: Using Computers to Change What We Think and Do (Interactive Technologies) Paperback – 1 Dec 2002

2 customer reviews

See all 4 formats and editions Hide other formats and editions
Amazon Price New from Used from
Kindle Edition
"Please retry"
"Please retry"
"Please retry"
£22.20 £15.49
£36.99 FREE Delivery in the UK. Only 1 left in stock (more on the way). Dispatched from and sold by Amazon. Gift-wrap available.

Frequently Bought Together

Persuasive Technology: Using Computers to Change What We Think and Do (Interactive Technologies) + Nudge: Improving Decisions About Health, Wealth and Happiness
Price For Both: £43.98

Buy the selected items together

Trade In this Item for up to £4.25
Trade in Persuasive Technology: Using Computers to Change What We Think and Do (Interactive Technologies) for an Amazon Gift Card of up to £4.25, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Learn more

Product details

  • Paperback: 312 pages
  • Publisher: Morgan Kaufmann Publishers Inc. (1 Dec. 2002)
  • Language: English
  • ISBN-10: 1558606432
  • ISBN-13: 978-1558606432
  • Product Dimensions: 19.1 x 1.7 x 23.5 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 389,515 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Discover books, learn about writers, and more.

Product Description


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

About the Author

B.J. Fogg directs research and design at Stanford University's Persuasive Technology Lab. An experimental psychologist, Dr. Fogg also teaches in Stanford's Department of Computer Science and School of Education. He holds several patents, and his work has been featured in The New York Times, The Washington Post, and The Wall Street Journal.

Inside This Book

(Learn More)
First Sentence
"If you examine the history of computing technologies, you find that many high-tech products have changed the way people think, feel, and act." Read the first page
Explore More
Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
Search inside this book:

Customer Reviews

4.5 out of 5 stars
5 star
4 star
3 star
2 star
1 star
See both customer reviews
Share your thoughts with other customers

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Reviewer on 18 July 2005
Format: Paperback
This was a great book. Fogg starts by defining Captology (Computers As Persuasive Technologies) and goes on to explain in depth how computers can be used to manipulate and influence our attitudes and behaviour. Whilst at first this may seem an unlikely claim, the more you think about it, the more you realise that he is correct.
The book is crammed with great examples clearly illustrating the potential for computers to be used as persuaders. Fogg also addresses the ethical implications of computers acting as persuaders and highlights some of the potential dangers that may lie ahead.
The layout and structure of the book, coupled with the number of diagrams and photos used, makes this an accessible and easy book to read that will make you a more informed and aware user. Highly recommended!
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By Pedro Lobo on 12 Jun. 2013
Format: Paperback Verified Purchase
It is a must read for people in studying ubiquitous technology.
It explains really well what persuasive technology is about and shows different ways on one can do it.
The book is very easy to ready and it has a lot of good examples of what was done in the area already.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Helpful Customer Reviews on (beta) 42 reviews
23 of 24 people found the following review helpful
Fogg's research critical to improving public healthcare 25 Aug. 2003
By Stan Kachnowski - Published on
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.
18 of 20 people found the following review helpful
Read chapter 7, then the whole book 14 Jan. 2003
By "mersenne001" - Published on
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.
13 of 15 people found the following review helpful
Technology Designers & Marketers: Take Heed! 20 Jan. 2003
By Cate Riegner - Published on
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. It is no longer enough for a website or software tool to be "user friendly"; its intended objective - as a tool of persuasion - must be achieved.
Through the study of captology, designers have a new framework for building products, services and promotions that succeed in generating the results they seek. What could be more timely and constructive in this period when all sectors - commercial, educational, social/civic and more - are straining to yield measurable, bottom-line results from their technology investments?
Thank you, Dr. Fogg, for the fresh and purposeful approach. Your timing couldn't be better!
Cate Riegner
M.A. Communications, Annenberg School for Communication. University of Pennsylvania
Principal, Media-Screen Consulting
5 of 5 people found the following review helpful
A helpful guide for Public Health professionals 9 April 2007
By Janice Thomas - Published on
Format: Paperback
Persuasive Technology is a must read for any technology or public health professional attempting to build a framework for using technology to influence behavior change, particularly for someone attempting to build one for the first time.

B.J. Fogg shares his experience in an easy to understand writing style that is both interesting and practical. He demonstrates the potential for using persuasive technologies while also providing a framework that helps bring order to this vast and rapidly changing subject area.

An experienced telecommunications product development professional and MPH candidate, I have recently been researching the options and considerations for applying technology to Public Health; this book provided immediate context and perspective on the environment, undoubtedly saving me much time and effort.

Given my bias as a product development professional, an unexpected but pleasant surprise was the series of principles defined throughout and substantiated by specific research or commercial examples (also summarized in the appendix for easy reference). By synthesizing his conclusions through these principles, Fogg shares his experience in a practical manner that makes it easy to integrate his insights into the development process, to help profile strategies, screen concepts, and stimulate ideas. I expect most of these principles will hold true, regardless how technology and applications evolve.

Hopefully we will see more on the subject from BJ Fogg and his Persuasive Technology lab; more observations on the use of mobile applications would be of particular interest to this reader.
10 of 12 people found the following review helpful
Practical Scholarship at Its Best 28 April 2003
By Peter J. Wasilko, Esq., J.D., LL.M. - Published on
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.
Were these reviews helpful? Let us know