Persuasion is another type of influence through cognitive interaction. Compared to guidance, persuasion can be characterized as a stronger type of influence on behavior In this case the user guiding effect goes beyond supporting existing, conscious goals: it reminds people of values or intends to teach new ones. This effect was elaborated by B.J. Fogg (2003) with the concept of persuasive technology. Central in Fogg’s approach is the captivation of attention (taken from rhetorics). Persuasion thus focuses on effects that work cognitively, by addressing user’s decision making processes.