B.J. Fogg is a Professor at Stanford University, where he heads the Persuasive Technology Lab. He is an expert in the field of creating systems to change human behaviour, which he terms 'behaviour design'. He was the first scientist to articulate the concept of 'captology',  a word he coined to describe the overlap between persuasion and computers.

Further reading: www.bjfogg.com
See also: Fogg (2002); Fogg (2003); Fogg et al (2002)