captology


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captology

(Computers As Persuasive TechnOLOGY) Captology refers to using computers to change people's attitudes and behavior. With regard to e-commerce, for instance, customer reviews alongside products encourage people to make purchases, as well as the convenience of "1-Click Ordering," using Amazon as an example. The term was coined by B.J. Fogg in his 2003 book entitled "Persuasive Technology: Using Computers to Change What We Think and Do."

MACrosuasion and MICrosuasion
Fogg defines macrosuasion as being the overall persuasive goal of the product (buy more, return again, share this information, etc.). The small elements within the software that help achieve the macrosuasion goal (default buttons, hints, positive feedback, etc.) are called microsuasion.