B J Fogg
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. https://en.wikipedia.org/wiki/B._J._Fogg
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