bj fogg's behavior model

b=mat

Fogg’s Behavior Model

Kristen Sunde

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AKRASIA

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AKRASIA

what we want to do

what we do

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User Customer

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User CustomerEmployee

Influence Behavior

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Dr. BJ Fogg

Founder: Persuasive Technology Lab at Stanford

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B=MAT

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B=MAT

Motivators Behavior =

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B=MAT

Motivators Behavior = Ability Triggers

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B=MAT

Motivators Behavior = Ability Triggers

at same time

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B=MAT

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

motivators

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: htt

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B=MAT

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

motivators

So

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: htt

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B=MAT

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

motivators

INCREASE LI

KELINESS

OF

TARGET B

EHAVIOR TO

OCCUR

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: htt

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B=MAT

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

*motivators

So

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: htt

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B=MAT

motivators

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

**Triggers fail here

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B=MAT

motivators

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

**Triggers fail here

So

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: htt

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B=MAT

MOTIVATORSThree core motivators central to the human experience.

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MOTIVATOR: SENSATION

PLEASURE PAIN

B=MATMS

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MOTIVATOR: ANTICIPATION

HOPE FEAR

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MOTIVATOR: SOCIAL COHESION

SOCIAL REJECTION

SOCIAL ACCEPTANCE

B=MATMS

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B=MAT

motivators

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

**Triggers fail here

So

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B=MAT

ABILITY

A

To do something someone must be able to do it.

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B=MAT

ABILITY

A

There are two ways to increase ability.

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TRAIN

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TRAIN(hard path)

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Increase ability....

B=MAT

ABILITY

A Fogg’s Behavior ModelS

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Increase ability... by making a task easy to do.

B=MAT

ABILITY

A Fogg’s Behavior ModelS

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B=MAT

ABILITY

A Fogg’s Behavior Model

Increase ability... by making a task easy to do.

So

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B=MAT

ABILITY » SIMPLICITY

A Fogg’s Behavior Model

Increase ability... by making a task easy to do.

So

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: htt

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B=MAT

ABILITY » SIMPLICITY

A Fogg’s Behavior Model

Simplicity is a function of the target user’s scarcist resource at the moment.

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B=MAT

ABILITY » SIMPLICITY

A Fogg’s Behavior Model

Simplicity is a function of the target user’s scarcist resource at the moment.

So

urce

: htt

p://

ww

w.b

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Kri

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B=MAT

ABILITY » SIMPLICITY

A Fogg’s Behavior Model

Simplicity is a function of the target user’s scarcist resource at the moment.

So

urce

: htt

p://

ww

w.b

ehav

iorm

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el.o

rg/

P

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Kri

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B=MAT

motivators

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

**Triggers fail here

So

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: htt

p://

ww

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Kri

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raft Fogg’s Behavior Model

B=MAT

motivators

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

**Triggers fail here

TRIGGERS ARE ALL ABOUT TIMING

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Spark

B=MATT

TRIGGER: SPARK

low motivation, easy to do

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Spark

B=MATT

TRIGGER: SPARK

low motivation, easy to do

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B=MATT

TRIGGER: SIGNAL

Signal

high motivation, easy to do

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B=MATT

TRIGGER: SIGNAL

Signal

high motivation, easy to do

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B=MATT

TRIGGER: FACILITATOR

Facilitator

high motivation, hard to do

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B=MATT

TRIGGER: FACILITATOR

Facilitator

high motivation, hard to do

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: htt

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P

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Kri

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raft Fogg’s Behavior Model

B=MAT

NO MOTIVATION

HIGH MOTIVATION

abilityHARD TO DO

EASY TO DO

Triggers Succeed

Here

*motivators

So

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: htt

p://

ww

w.b

ehav

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el.o

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P

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Kri

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B=MATS

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DIVE DEEPER:

BehaviorGrid.orgBehaviorWizard.org

Learn how b=mat is used to examine 15 ways that behavior can change at:

Fogg’s Behavior ModelS

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ce: h

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So

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