captology

Captology is the study of how computers and other digital technologies can be used to change people's attitudes and behaviors. The term blends "computer" and "persuasion" and was coined by B. J. Fogg in the early 2000s to describe the field of inquiry on persuasive interactive systems.

Captology studies the design, deployment, and effects of persuasive technologies, focusing on how interface design, content, and interaction sequences influence behavior. It draws on psychology, behavioral economics, and human-computer interaction. Two widely used frameworks are the Fogg Behavior Model, which states that behavior occurs when motivation, ability, and a trigger are present, and the Persuasive Systems Design model, which categorizes techniques into primary task support, dialogue support, system credibility, and social influence.

Applications are found in health and wellness apps, educational platforms, marketing campaigns, and public policy interventions. Digital products use reminders, social proof, tailoring, and progress feedback to guide actions, for example fitness trackers that nudge activity through prompts and dashboards. Critics caution that design choices can contribute to addictive use, privacy risks, and manipulation if not transparent.

Ethical considerations are central to captology. Because persuasive technologies aim to change behavior, designers face questions about autonomy, consent, and accountability. Many scholars advocate ethical guidelines, transparency about persuasion, opt-in controls, data minimization, and mechanisms to disable or adjust persuasive features.

The field continues to evolve with advances in artificial intelligence, machine learning, and ubiquitous sensing, expanding the reach of persuasive design into everyday interfaces.