Captology New concept for this week is captology. Captology is the study of the intersection of computers and persuasion. You can read more about captology on the home page of the Stanford University Persuasive Technology Lab:
captology.stanford.edu. Of course, there's a Wikipedia
captology entry as well.
There’s a whole science of persuasion, best captured, apparently in the works of
Robert Cialdini, here is an excerpt from Wikipedia:
He is best known for his popular book on
persuasion and
marketing,Influence: the Psychology of Persuasion (
ISBN 0688128165). His book has also been published as a textbook under the title Influence: Science and Practice (
ISBN 0321011473). In writing the book, he spent three years going "undercover" applying for jobs and training at used car dealerships, fund-raising organizations,
telemarketing firms and the like, observing real-life situations of persuasion. The book also reviews many of the most important theories and experiments in social psychology.
Captology books lead elsewhere
Robert Cialdini’s book on persuasion (referenced in the previous post) seems like a great place to start – rather than diving right into the more specialized field of captology. Even so, a little poking around on Amazon and on the Stanford site reveals some likely good books on the subject, and sends me on the trail of some other books that seem promising – including a surprise.
The Persuasion Handbook: Developments in Theory and Practice by James Price Dillard
At $135, this looks like a library check-out rather than a speculative purchase. One of those books cobbled together from journal articles. These can be a good way to get up to speed on the current research in a field, but I may not have the background to grasp it all.
A fairly recent book, that “explores persuasion by considering its antithesis: resistance..” Unfortunately, the only recommendation is by another author, possibly trolling for free advertising. But worth looking at I think, also appears grounded in scholarship – and cross-linked by Amazon with the previous book.
Persuasive Technology: Using Computers to Change What We Think and Do (Morgan Kaufmann Series in Interactive Technologies) by B.J. Fogg
The reviews for this one are quite mixed, some saying it is banal and creates needless taxonomies, others saying that everyone should read it. It’s out of the Stanford lab, though, so I think it’s worth a look.
The most amazing thing, though, is that an Amazon recommendation for this item leads to:
Emotional Design: Why We Love (Or Hate) Everyday Things by Donald A. Norman
I can’t believe I haven’t already read this and don’t own it. The Design of Everyday Things (the “teapot” book) is one of the most influential books about computers that I’ve ever read, although really it’s about the design of anything that people interact with.
This led to a book more specifically on computer design:
Paper Prototyping: The Fast and Easy Way to Design and Refine User Interfaces (Morgan Kaufmann Series in Interactive Technologies) by Carolyn Snyder
The concept here is simple: prototype your app by holding sheets up paper up with the interface crudely drawn on it, ask them to use it.
And finally, a book about an area anyone (especially me) can definitely use some help.
Social Cognition: Making Sense of People by Ziva Kunda