- Trained on our vast library of engineering resources.
Persuasive Technology: Using Computers to Change What We Think and Do

Chapter 1: Overview of Captology

Defining Persuasion

Although philosophers and scholars have been examining persuasion for at least 2,000 years, not everyone agrees on what the term really means. [1 ]For purposes of captology, I define persuasion as an attempt to change attitudes or behaviors or both (without using coercion or deception). This is a broad definition, and one on which many persuasion professionals, such as academic researchers, marketers, and clinical psychologists, would agree. It also fits with how the word is used in everyday life.

It s important to note the difference between persuasion and coercion, terms that are sometimes confused. Coercion implies force; while it may change behaviors, it is not the same as persuasion, which implies voluntary change in behavior, attitude, or both. [2 ]

Similarly, persuasion and deception may be confused. For instance, when I ask my students to find examples of persuasion on theWeb, invariably some of them come to class with screen shots of Internet banner ads that report false emergencies ( Your systems resources are low. Click here! ) or that misinform users ( Pornography is downloading to your computer. Click here to stop. ) While such ads might change what people think and do, they do so through deception, not persuasion. Computer-based coercion and deception are topics in their own right, [3 ]but they are not covered under the umbrella of captology because they do not depend on persuasion. [4 ]

For purposes of captology, persuasion is defined as the attempt to change attitudes or behaviors or both.

[1 ]

UNLIMITED FREE ACCESS TO THE WORLD'S BEST IDEAS

SUBMIT
Already a GlobalSpec user? Log in.

This is embarrasing...

An error occurred while processing the form. Please try again in a few minutes.

Customize Your GlobalSpec Experience

Category: Banner and Flag Making Services
Finish!
Privacy Policy

This is embarrasing...

An error occurred while processing the form. Please try again in a few minutes.