For more info, see www.bjfogg.com
The New Rules
of Persuasion
How technology changes what’s possible
BJ Fogg, Ph.D.
Persuasive Technology Lab
Stanford University
Design for Persuasion - Brussels 2009
Saturday, October 3, 2009

Note to viewers on SlideShare
I showed 102 slides in my 18-minute talk at Design for Persuasion 2009.
Many slides explained new ideas. I removed those slides from this
SlideShare version because I hope to refine my ideas and share them in a
better form later.
The good news: When you come to one of my talks, you will always hear
ideas no one has ever heard before. I always create some new material for
each presentation, and I never repeat the same talk. It’s more fun for me
that way, and I think it’s more interesting for the audience.
--BJ Fogg, Stanford Persuasive Tech Lab
Saturday, October 3, 2009

Think clearly
+ trials
&
Run many
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Saturday, October 3, 2009

1993 @ Stanford
How to computerize persuasion?
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Saturday, October 3, 2009

Persuasive Technology Lab
Founded 1998
Saturday, October 3, 2009

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Saturday, October 3, 2009

Social networks
are platforms
for persuasion
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Saturday, October 3, 2009

Old
Persuasive Persuasion
Tech
Social
Automated
Network
Easy Observable
To Do Impact
Fast New
Cycle
Persuasive
Tech
Saturday, October 3, 2009

Key Point
Know what type of
behavior you seek
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Saturday, October 3, 2009

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sign up for
online class
quit
smoking
Saturday, October 3, 2009

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1. Core Motivators
pleasure/pain
hope/fear
acceptance/rejection 3. Behavior Triggers
spark
facilitator
signal
2. Simplicity Factors
Saturday, October 3, 2009

Winning Solution
Put “Hot Triggers”
in the path
of your user
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Saturday, October 3, 2009

Cold Trigger Hot Trigger
User cannot take User can take
action right now action right now
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Saturday, October 3, 2009

Cold Trigger Hot Trigger
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Saturday, October 3, 2009

Key Point
Learn what
already works for
your target
behavior
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Saturday, October 3, 2009

Many crummy trials
beats deep thinking
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Saturday, October 3, 2009

You probably
won’t get it right
the first time.
That’s okay.
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Saturday, October 3, 2009

Everything big
started small
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Saturday, October 3, 2009

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Saturday, October 3, 2009

Doing > Talking
chaos mip trials
diversity
speed
goals
metrics
inspire evaluate
share mip assets aggregate
insights
skills
tools
resources
control
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Saturday, October 3, 2009