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  1. 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