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Bj Fogg

B.J. Fogg is a behavior scientist and author. He is the founder and director of the Stanford Behavior Design Lab. Fogg was the first scientist to articulate the concept of “captology”, or the study of how computers can persuade people. He started this research in 1993 and continued to spotlight the potentials and pitfalls of persuasive technology. In 2010, his research shifted away from persuasive technology into a more general study of human behavior, an approach he named “Behavior Design” (which is not the same thing as captology). Behavior Design 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.