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b=mat
Fogg’s Behavior Model
Kristen Sunde
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
AKRASIA
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
AKRASIA
what
we want
to do
what
we do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
User
Customer
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
User
Customer
Employee
Influence Behavior
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Dr. BJ Fogg
Founder:
Persuasive
Technology Lab
at Stanford
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
					 Motivators
Behavior =
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
					 Motivators
Behavior = Ability
								 Triggers
									
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
					 Motivators
Behavior = Ability
								 Triggers
									
							 at same time
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
motivators
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
motivators
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
motivators
IN
C
R
EA
SE
LIK
ELIN
ESS
O
F
TA
R
G
ET
B
EH
AV
IO
R
TO
O
C
C
U
R
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*motivators
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
motivators
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*Triggers
fail here
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
motivators
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*Triggers
fail here
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
MOTIVATORS
Three core motivators central to the
human experience.
M
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
MOTIVATOR: SENSATION
PLEASURE PAIN
B=MATM
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
MOTIVATOR: ANTICIPATION
HOPE FEAR
B=MATM
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
MOTIVATOR: SOCIAL COHESION
SOCIAL
REJECTION
SOCIAL
ACCEPTANCE
B=MATM
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
motivators
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*Triggers
fail here
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
ABILITY
A
To do something
someone must be able to do it.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
ABILITY
A
There are two ways to increase ability.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
TRAIN
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
TRAIN
(hard path)
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Increase ability....
B=MAT
ABILITY
A Fogg’s Behavior Model
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Increase ability... by making
a task easy to do.
B=MAT
ABILITY
A Fogg’s Behavior Model
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
ABILITY
A Fogg’s Behavior Model
Increase ability... by making
a task easy to do.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
ABILITY » SIMPLICITY
A Fogg’s Behavior Model
Increase ability... by making
a task easy to do.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
ABILITY » SIMPLICITY
A Fogg’s Behavior Model
Simplicity is a function of the target user’s
scarcist resource at the moment.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
ABILITY » SIMPLICITY
A Fogg’s Behavior Model
Simplicity is a function of the target user’s
scarcist resource at the moment.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
ABILITY » SIMPLICITY
A Fogg’s Behavior Model
Simplicity is a function of the target user’s
scarcist resource at the moment.
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
B=MAT
motivators
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*
*Triggers
fail here
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
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
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
Spark
B=MATT
TRIGGER: SPARK
low motivation,
easy to do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
Spark
B=MATT
TRIGGER: SPARK
low motivation,
easy to do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MATT
TRIGGER: SIGNAL
Signal
high motivation,
easy to do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MATT
TRIGGER: SIGNAL
Signal
high motivation,
easy to do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MATT
TRIGGER: FACILITATOR
Facilitator
high motivation,
hard to do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MATT
TRIGGER: FACILITATOR
Facilitator
high motivation,
hard to do
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
NO
MOTIVATION
HIGH
MOTIVATION
abilityHARD
TO DO
EASY
TO DO
Triggers
Succeed
Here
*motivators
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Fogg’s Behavior Model
B=MAT
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
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
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft

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