BJ Fogg's Behavior Model

BJ Fogg's Behavior Model

1. b=mat
Fogg’s Behavior Model
Kristen Sunde

2. AKRASIA

3. AKRASIA
what
we want
to do
what
we do

4. User
Customer

5. User
Customer
Employee
Influence Behavior

6. Dr. BJ Fogg
Founder:
Persuasive
Technology Lab
at Stanford

7. B=MAT Fogg?s Behavior Model

8. B=MAT
Motivators
Behavior = Fogg’s Behavior Model

9. B=MAT
Motivators
Behavior = Ability
Triggers
Fogg’s Behavior Model

10. B=MAT
Motivators
Behavior = Ability
Triggers

at same time Fogg’s Behavior Model

11. B=MAT NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
motivators Fogg?s Behavior Model

12. B=MAT NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
motivators Fogg?s Behavior Model

13. B=MAT NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
motivators
INCREASE LIKELINESS OF
TARGET BEHAVIOR TO OCCUR Fogg?s Behavior Model

14. B=MAT NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*motivators Fogg?s Behavior Model

15. B=MAT motivators
NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*
Triggers
fail here Fogg’s Behavior Model

16. B=MAT motivators
NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*
Triggers
fail here Fogg’s Behavior Model

17. B=MAT MOTIVATORS
Three core motivators central to the
human experience.
M Fogg?s Behavior Model

18. MOTIVATOR: SENSATION
PLEASURE PAIN B=MAT
M Fogg?s Behavior Model

19. MOTIVATOR: ANTICIPATION
HOPE FEAR B=MAT
M Fogg?s Behavior Model

20. MOTIVATOR: SOCIAL COHESION
SOCIAL
REJECTION
SOCIAL
ACCEPTANCE B=MAT
M Fogg?s Behavior Model

21. B=MAT motivators
NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*
Triggers
fail here Fogg’s Behavior Model

22. B=MAT ABILITY
A
To do something
someone must be able to do it. Fogg?s Behavior Model

24. B=MAT ABILITY
A
There are two ways to increase ability. Fogg?s Behavior Model

25. TRAIN

26. TRAIN
(hard path)

27. Increase ability.... B=MAT
ABILITY
AFogg’s Behavior Model

28. Increase ability... by making
a task easy to do. B=MAT
ABILITY
AFogg’s Behavior Model

29. B=MAT ABILITY
AFogg?s Behavior Model
Increase ability... by making
a task easy to do.

30. B=MAT ABILITY » SIMPLICITY
AFogg?s Behavior Model
Increase ability... by making
a task easy to do.

31. B=MAT ABILITY » SIMPLICITY
AFogg?s Behavior Model
Simplicity is a function of the target user’s
scarcist resource at the moment.

32. B=MAT ABILITY » SIMPLICITY
AFogg?s Behavior Model
Simplicity is a function of the target user’s
scarcist resource at the moment.

33. B=MAT ABILITY » SIMPLICITY
AFogg?s Behavior Model
Simplicity is a function of the target user’s
scarcist resource at the moment.

34. B=MAT motivators
NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*
Triggers
fail here Fogg’s Behavior Model

35. B=MAT motivators
NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*
Triggers
fail here
TRIGGERS ARE ALL
ABOUT TIMING Fogg’s Behavior Model

36. Spark B=MAT
T
TRIGGER: SPARK
low motivation,
easy to do Fogg’s Behavior Model

37. SparkB=MAT
T
TRIGGER: SPARK
low motivation,
easy to do Fogg’s Behavior Model

38. B=MAT T
TRIGGER: SIGNAL
Signal
high motivation,
easy to do Fogg?s Behavior Model

39. B=MAT T
TRIGGER: SIGNAL
Signal
high motivation,
easy to do Fogg?s Behavior Model

40. B=MAT T
TRIGGER: FACILITATOR
Facilitator
high motivation,
hard to do Fogg?s Behavior Model

41. B=MAT T
TRIGGER: FACILITATOR
Facilitator
high motivation,
hard to do Fogg?s Behavior Model

42. B=MAT NO
MOTIVATION
HIGH
MOTIVATION
ability
HARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*motivators Fogg?s Behavior Model

43. B=MAT

44. DIVE DEEPER:
BehaviorGrid.org
BehaviorWizard.org
Learn how b=mat is used to examine
15 ways that behavior can change at:Fogg?s Behavior Model