Fogg Behavior Model
A behavior happens when, at the same moment, there is enough motivation, the person is able to do it and something reminds them.
What problem it addresses
Explains why we sometimes don't do something even though we want to, and what to adjust to make it more likely.
Components
Motivation
How much you want to do it at that moment.
Ability
How easy it is: the easier, the less motivation is needed.
Prompt
Without something to remind you at the right moment, nothing happens.
An example
Imagine you want people to turn on their phone's backup.
With the same motivation, making it easy and prompting at the right moment changes the outcome.
How it works
Motivation and ability offset each other: easy things require less desire.
If the combination is enough, the behavior becomes possible.
A prompt is needed at that moment for it to happen.
Applications in design
Use it like this
If a behavior doesn't happen, ask what is failing: motivation, ability or the prompt?
Avoid
Flooding with prompts someone who can't or doesn't want to do it: it only causes annoyance.
Don’t fall for it
Before looking for more motivation, try making it easier.
Connections
Used in
Authors and works
- 2009
B. J. Fogg
Presented the model for persuasive design.
Stanford Behavior Design Lab
Now calls prompt what the original model called trigger.
Sources
Original sources
- Fogg, B. J. (2009). A behavior model for persuasive design. In Proceedings of the 4th International Conference on Persuasive Technology. ACM. View source: Fogg, B. J. (2009)
Secondary sources
- Stanford Behavior Design Lab (n.d.). Fogg Behavior Model. View source: Stanford Behavior Design Lab (n.d.)
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