ICT role in 21st century education and its challenges
mass interpersonal persuasion
1. Mass Interpersonal Persuasion:
An Early View of a New Phenomenon
BJ Fogg
Persuasive Technology Lab
Stanford University
Cordura Hall 122
Stanford, CA 94305
bjfogg@stanford.edu
www.bjfogg.com
Abstract: 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 t
