Fogg on Credibility

Fogg’s discussion on “Credibility on the World Wide Web” (pg. 147-177) in chapter seven of his book was really interesting, and I believe it collected great usable data that can improve any Web site. In particular, figure 7.3 on page 154 is really appealing, in that it shows a list of influential factors organized in a hierarchy of importance. Similarly, on page 156 Fogg breaks down the study’s findings to conclude that web credibility is essentially made up of two components: trustworthiness and expertise.… It makes sense that any website would be better if it better fosters a relationship (which is what we’re all trying to emulate anyway)…