Can computers and computer based technologies be used to perusade and influence the behavior of humans? That is the question B.J. Fogg – an experimental psychologist at the Stanford University – examines in his book. He coins the word of Captology and defines it as “any interactive computing system designed to change people’s attitudes or behaviors”. It derives from a mixture of computer technology (like virtual reality systems, video games, websites, software) and psychological topics dealing with motivation, behavior and the attitudes of humans.

In his eyes, computers are more suited for persuasion like humans because the technology is more persitant, multimodal and better in processing data. The keyfactor is, that the change must result from human-computer interaction and not from computer-mediated communication. So it is based on intention and is not just an side effect of technology use. Another fact is, that persuasion can develop on two levels: either macro as an application whose only purpose is to perusade or as micro which uses small bits that should be persuasive for themself.

Fogg puts these facts together to define a functional triad, a framework that illustrates three roles computing technology can play: tools, media and social actor. He deeply discusses these roles and brings up several reallife examples where perusasion is implemented in a more or less thoughtful manner.

Examples are toon characters in video games to persuade kids taking medicine, survailance systems to track employees hand washing or interactive slot machines that keep gamblers playing.

Two chapters are devoted to “Mobility and Connectivity” and “Persuasion in the World Wide Web”, fields Fogg sees the biggest grounds for implementing such technology. Also covered in an open minded discussion are the ethical aspects of Captology. The author highlights some thoughts everyone should have in mind when designing persuasive systems.

Conclusion: This book defines a new discipline and changes the way how we think about the use of technology. For all those who design or programm such systems, this book shows new ways and provides new aspects for work.

B.J. Fogg, Persuasive Technology: Using Computers to Change What We Think and Do, Morgan Kaufmann Publishers, Dezember 2002, ISBN 1558606432