Mass Interpersonal Persuasion: An Early View of a New Phenomenon

  • B. J. Fogg
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5033)


In 2007 a new form of persuasion emerged: mass interpersonal persuasion (MIP). The advances in online social networks now allow individuals to change attitudes and behaviors on a mass scale. MIP has six components: persuasive experience, automated structure, social distribution, rapid cycle, huge social graph, and measured impact. Before the launch of Facebook Platform, these six components had never come together in one system. As tools for creating MIP become available to ordinary people, individuals and small groups can better reach and persuade masses. This new phenomenon will change the future of persuasion.


persuasive technology captology social networking persuasion Facebook mass interpersonal persuasion MIP 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • B. J. Fogg
    • 1
  1. 1.Persuasive Technology LabStanford UniversityStanford

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