bj fogg's behavior model
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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
So
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: htt
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Kri
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B=MAT
Motivators Behavior =
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raft Fogg’s Behavior Model
B=MAT
Motivators Behavior = Ability Triggers
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Kri
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raft Fogg’s Behavior Model
B=MAT
Motivators Behavior = Ability Triggers
at same time
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: htt
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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
motivators
So
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: htt
p://
ww
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ehav
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P
rese
nted
by
Kri
sten
Sun
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4 a
t Tr
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raft Fogg’s Behavior Model
B=MAT
NO MOTIVATION
HIGH MOTIVATION
abilityHARD TO DO
EASY TO DO
motivators
So
urce
: htt
p://
ww
w.b
ehav
iorm
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el.o
rg/
P
rese
nted
by
Kri
sten
Sun
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raft Fogg’s Behavior Model
B=MAT
NO MOTIVATION
HIGH MOTIVATION
abilityHARD TO DO
EASY TO DO
motivators
INCREASE LI
KELINESS
OF
TARGET B
EHAVIOR TO
OCCUR
So
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: htt
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://
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P
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by
Kri
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4 a
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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
So
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: htt
p://
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P
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by
Kri
sten
Sun
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4 a
t Tr
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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
So
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: htt
p://
ww
w.b
ehav
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P
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by
Kri
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Sun
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B=MAT
MOTIVATORSThree core motivators central to the human experience.
MS
our
ce: h
ttp
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MOTIVATOR: SENSATION
PLEASURE PAIN
B=MATMS
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MOTIVATOR: ANTICIPATION
HOPE FEAR
B=MATMS
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MOTIVATOR: SOCIAL COHESION
SOCIAL REJECTION
SOCIAL ACCEPTANCE
B=MATMS
our
ce: h
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at
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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
w.b
ehav
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P
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Kri
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B=MAT
ABILITY
A
To do something someone must be able to do it.
So
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Kri
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Sun
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4 a
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raft Fogg’s Behavior Model
So
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: htt
p://
ww
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ehav
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P
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Kri
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B=MAT
ABILITY
A
There are two ways to increase ability.
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TRAIN
So
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: htt
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TRAIN(hard path)
So
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Increase ability....
B=MAT
ABILITY
A Fogg’s Behavior ModelS
our
ce: h
ttp
://w
ww
.beh
avio
rmo
del
.org
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Pre
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y K
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at
Trad
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Increase ability... by making a task easy to do.
B=MAT
ABILITY
A Fogg’s Behavior ModelS
our
ce: h
ttp
://w
ww
.beh
avio
rmo
del
.org
/
Pre
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ed b
y K
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1/26
/14
at
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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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: htt
p://
ww
w.b
ehav
iorm
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el.o
rg/
P
rese
nted
by
Kri
sten
Sun
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4 a
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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
p://
ww
w.b
ehav
iorm
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el.o
rg/
P
rese
nted
by
Kri
sten
Sun
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4 a
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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
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: htt
p://
ww
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ehav
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P
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nted
by
Kri
sten
Sun
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11/
26/1
4 a
t Tr
adec
raft
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
od
el.o
rg/
P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
raft
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
od
el.o
rg/
P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
raft
B=MAT
motivators
NO MOTIVATION
HIGH MOTIVATION
abilityHARD TO DO
EASY TO DO
Triggers Succeed
Here
**Triggers fail here
So
urce
: htt
p://
ww
w.b
ehav
iorm
od
el.o
rg/
P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
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
So
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: htt
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P
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Kri
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Sun
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raft Fogg’s Behavior Model
Spark
B=MATT
TRIGGER: SPARK
low motivation, easy to do
So
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: htt
p://
ww
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ehav
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P
rese
nted
by
Kri
sten
Sun
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11/
26/1
4 a
t Tr
adec
raft Fogg’s Behavior Model
Spark
B=MATT
TRIGGER: SPARK
low motivation, easy to do
So
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: htt
p://
ww
w.b
ehav
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el.o
rg/
P
rese
nted
by
Kri
sten
Sun
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4 a
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raft Fogg’s Behavior Model
B=MATT
TRIGGER: SIGNAL
Signal
high motivation, easy to do
So
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: htt
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P
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by
Kri
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Sun
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11/
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4 a
t Tr
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raft Fogg’s Behavior Model
B=MATT
TRIGGER: SIGNAL
Signal
high motivation, easy to do
So
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: htt
p://
ww
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ehav
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P
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by
Kri
sten
Sun
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4 a
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raft Fogg’s Behavior Model
B=MATT
TRIGGER: FACILITATOR
Facilitator
high motivation, hard to do
So
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: htt
p://
ww
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P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
raft Fogg’s Behavior Model
B=MATT
TRIGGER: FACILITATOR
Facilitator
high motivation, hard to do
So
urce
: htt
p://
ww
w.b
ehav
iorm
od
el.o
rg/
P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
raft Fogg’s Behavior Model
B=MAT
NO MOTIVATION
HIGH MOTIVATION
abilityHARD TO DO
EASY TO DO
Triggers Succeed
Here
*motivators
So
urce
: htt
p://
ww
w.b
ehav
iorm
od
el.o
rg/
P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
raft Fogg’s Behavior Model
B=MATS
our
ce: h
ttp
://w
ww
.beh
avio
rmo
del
.org
/
Pre
sent
ed b
y K
rist
en S
und
e: 1
1/26
/14
at
Trad
ecra
ft
DIVE DEEPER:
BehaviorGrid.orgBehaviorWizard.org
Learn how b=mat is used to examine 15 ways that behavior can change at:
Fogg’s Behavior ModelS
our
ce: h
ttp
://w
ww
.beh
avio
rmo
del
.org
/
Pre
sent
ed b
y K
rist
en S
und
e: 1
1/26
/14
at
Trad
ecra
ft
So
urce
: htt
p://
ww
w.b
ehav
iorm
od
el.o
rg/
P
rese
nted
by
Kri
sten
Sun
de:
11/
26/1
4 a
t Tr
adec
raft