Dr. B.J. Fogg directs research and design at Stanford UniversityÕs Persuasive Technology Lab. An experimental psychologist and with several patents to his credit, Dr. Fogg teaches courses for StanfordÕs Computer Science Department and he is the senior director of Research and Innovation at CasioÕs R&D Center in Silicon Valley.

Michael Haines is the director of the National Social Norms Resource Center at Northern Illinois University. Michael holds a faculty appointment in Community Health and has taught courses in alcohol studies, wellness and health planning and evaluation. He is a nationally recognized proponent and pioneering practitioner of social norms marketing.