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BJ Fogg      

Founder & Director of the Stanford Persuasive Technology Lab, Psychologist & Author

Brian J. Fogg is a behavioral psychologist and author. He is the founder and director of the Stanford Persuasive Technology Lab.

Fogg was the first scientist to articulate the concept of "captology", or the study of how computers can persuade people. In 2005, he renamed the concept to "Behavior Design", which comprises a set of models for understanding how human behavior works, as well as a set of methods he has created to help innovators create successful products.

As a doctoral student at Stanford University (1993-1997), Fogg used methods from experimental psychology to demonstrate that computers can change people's thoughts and behaviors in predictable ways.

In 1998, Fogg founded the Stanford Persuasive Technology Lab. He directed the Stanford Web Credibility Project, which published How Do People Evaluate a Web Site's Credibility? in 2002. The lab received a grant from the National Science Foundation in 2005 to support experimental work investigating how mobile phones can motivate and persuade people, an area the lab calls "mobile persuasion."

In 2003 Fogg published the book Persuasive Technology: Using Computers to Change What We Think and Do. This book lays the foundation for captology.

In 2007, Fogg created a Stanford course about Facebook Apps. Using what Fogg calls "Mass Interpersonal Persuasion," his students engaged over 16 million people in 10 weeks with projects done for the class.

Fogg has created a new model of human behavior change. In 2011, the World Economic Forum's Wellness Workplace Alliance selected the Fogg Behavior Model as their framework for health behavior change. However, the model has been criticized as inadequate for behavior change in gamification. In December 2011, Fogg created a new way to develop permanent habits from baby steps.

He is also the founder and director of Stanford's periodic Mobile Health conference.

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