In the era of quality in interactive communications, persuasion is an implicit attribute in the human-computer interaction process and the human-computer interface design. Persuasion avails itself of the new technologies to modify the behaviour of the potential users of the on-line and off-line interactive systems. This book focuses on its presence in the on-line systems aimed at university education. Consequently, a series of techniques and heuristic methods to unveil the persuasion practised on-line for the last eight years in a European university context is presented.