Stanford University

SES San Francisco Keynote: BJ Fogg On The Power to Change Behavior

BJ Fogg, Director, Persuasive Technology Lab at Stanford University gave the opening keynote on day 2 of Search Engine Strategies San Francisco.  BJ is perhaps best known for promoting the concept of “captology,” a word he coined to describe the overlap between persuasion and computers.

In his book, “Mobile Persuasion,” BJ proposes the theory that the mobile phone will soon become the most powerful channel for persuasion, more influential than TV, radio, print, or the Internet.

A visual explanation of captology:

Following is a summary of BJ’s key takeaways from his keynote – Hot Triggers: The Power to Change Behavior: