 BJ Fogg
Author of Persuasive Technology: Using Computers to Change What We Think and Do
Researcher & Innovator, Stanford University
Stanford University awarded Dr. BJ Fogg the Maccoby Prize in 1998 for four years of experimental research on how computers can change people's attitudes and behaviors. He then founded the Stanford Persuasive Technology Lab and began teaching at Stanford (Computer Science & School of Education) in his area of expertise.
In addition to teaching and directing research on campus, Dr. Fogg leads innovation projects for Silicon Valley companies. As a psychologist he brings a new perspective on working with technology innovations. He holds seven patents, and he has an additional eight patents pending.
Dr. Fogg is the author of Persuasive Technology: Using Computers to Change What We Think and Do, a book that explains how computers can motivate and influence people. He is the co-editor of Mobile Persuasion: 20 Perspectives on the Future of Behavior Change.
Dr. Fogg's life's work is to shape technology innovation in ways that benefit the world and make people happier. He believes two principles are essential for achieving these goals: designing for simplicity and building relationships of trust. For each principle he has created practical frameworks that help designers create better products.
Stanford University
Located between San Francisco and San Jose in the heart of Silicon Valley, Stanford University is recognized as one of the world's leading research and teaching institutions.
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TutorialTuesday, November 6th: 09.00 - 12.00Keynote
Wednesday, November 7th: 13.00 - 14.00
Persuasion, Emotion, & Simplicity: New Insights
In this keynote I reveal for the first time new insights into psychology, emotions, and simplicity.
I first explain my new frameworks for human motivation and behavior change. These new tools help you think clearly about human psychology.
Then I extend my frameworks to show how user emotions, like delight and frustration, are caused. Along the way I share strategies for changing emotional response to enhance brand perception.
Finally I present new frameworks for simplicity: what simplicity means and how to achieve it.
For the first time in public, I share the six facets of simplicity and show a new technique for understanding people by creating what I call "simplicity profiles". During my talk we will create profiles for ourselves and see how simplicity affects user emotion and, ultimately, how simplicity leads to behavior change.
My goal is to show that we humans are not as complicated as most believe. The frameworks I share will provide ongoing insight for success at work and at home.
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