Fogg Behavior Model

Developed by BJ Fogg (A Behavior Model for Persuasive Design, 2009).

Holds that a behavior happens when motivation, ability, and a prompt meet at the same moment, so the dependable fixes are making the action easier and the prompt reliable.

When to reach for it

When people know what they should do and still do not do it, whether the behavior is a personal habit, a product action, or a workplace routine.

How it runs

1. Name the exact behavior, small and specific.
2. Shrink it until it works on a bad day.
3. Anchor it to a routine that already happens reliably.
4. When it fails, check which of motivation, ability, or prompt was missing.
5. Fix ability or the prompt before trying to raise motivation.

Where it sits in SOLVE eX

• 4.1 Root Causes and the Case for Going Back
• 6.1 Designing and Testing the Solution

Go to the source

• A Behavior Model for Persuasive Design, Persuasive 2009, 2009