Captology is the science of using technology to modify behavior. Rafe Needleman tells us more about this relatively new field of research.
I never thought I'd actually get to meet Big Brother. And if I did, I never imagined he'd look like B.J. Fogg, a cheerful young Stanford University researcher who's pioneering a new field of study that he calls "captology" -- the science of using technology to modify human behavior. Trained as an experimental psychologist, Fogg is the author of a new book, "Persuasive Technology: Using Computers to Change What We Think and Do."
Fogg's mantra is "If a computer can sense it, it can influence it. This is the kind of approach that Fogg examines in his research. At the moment he's figuring out how to encourage people to drink more water or get more sleep. Using a variety of basic behavior modification techniques, he's created PDA software that provides reminders, tracks behavior, and offers rewards when goals are met. Individuals respond to these techniques differently, so Fogg's software adapts automatically by experimenting with multiple persuasion strategies."
Scary stuff? In the wrong hands, it most certainly could be. But I know I should walk more, I want to eat better, and I understand that hydration is good for my health.
Needleman looks at some real applications, like the OmniTracs system, a satellite-linked device that monitors vehicle location and performance, or the new CarChip which tracks fuel-guzzling and downright dangerous behavior to help you modify your driving habits.
But the most interesting application of captology techniques I've seen comes from Nubella, a health and nutrition startup. Nubella's product works with grocery store bar-code scanners. When a customer scans his supermarket club card, Nubella compares purchase data with a database of recommended daily nutritional intake. The system then mails out coupons to encourage customers to fill the gaps in their diet. If I'm not getting enough selenium, for example, I might receive a coupon to save half a buck on a can of Brazil nuts.
Fogg's book is also reviewed in the latest Jakob Nielsen's Alertbox. Here is how Nielsen's newsletter starts.
It is a rare book that defines a new discipline or fundamentally changes how we think about technology and our jobs. Dr. B.J. Fogg's new book, "Persuasive Technology: Using Computers to Change What We Think and Do," does all of this. I highly recommend that you read it [mainly because] you must teach your children to recognize this new class of manipulation.
The book is published by Morgan Kaufmann Publishers. Its ISBN is 1-55860-643-2.
Sources: Rafe Needleman, Business 2.0. March 2003 Issue; Jakob Nielsen's Alertbox, March 3, 2003
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