Tech Expert B.J. Fogg to Kick Off NACStech

ALEXANDRIA, Va. -- NACStech will kick off this year with a presentation by "captology" expert B.J. Fogg, who will shed light on how computing products—from Web sites to mobile phone software—can change how people think and act, during the opening general session.

At the Persuasive Technology Lab at Stanford University, Fogg directs research to creates insights into how computing products can be designed to change people’s beliefs and behaviors. A leader in investigating computers and persuasion for 15 years, he coined the term "captology" to describe the area where computing technology and persuasion overlaps.

Fogg’s team at Stanford examined the factors why people trust—or don’t trust—what they read online and how these feelings are related to context and design. As part of this effort, the team also is examining the psychology of the social media site Facebook and the persuasive power of online video and the all-important mobile phone—a technology that Fogg believes will soon become the most persuasive and influential channel.

"Dr. Fogg delivers exactly what NACStech attendees have told us they want: forward-looking ideas that have immediate applications," Jenny Bullard, chief information officer for Flash Foods, and conference chair for NACStech, said in a statement. "His presentation will show both retailers and suppliers how technology can be used to create and cultivate lasting customer loyalty."

Fogg was cited by Fortune magazine as one of "10 New Gurus You Should Know" and authored the book "Persuasive Technology: Using Computers to Change What We Think and Do." He is co-editor of the book "Mobile Persuasion: 20 Perspectives on the Future of Behavior Change," as well as two soon-to-be-released books: "Psychology of Facebook: Persuasion Friends Online" and "Texting 4 Health: A Simple, Powerful Channel for Changing Lives." He said perhaps the most important work he’s now undertaking is "Peace Innovation"—innovating persuasive technologies that can bring about world peace.

Approximately 1,300 attendees and more than 100 exhibitors are expected at NACStech, which will take place May 18 to 20, at the Gaylord Texan Resort and Convention Center in Grapevine, Texas. Registration kicks off on Jan. 19, at

Fogg will deliver his presentation at the opening general session on May 18.
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