BJ Fogg: What Causes Behavior Change?


“The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger.”


Fogg Behavior Model (2007): The origin of many behavioral strategies goes back to BJ Fogg from Stanford University. It takes core motivators, such as pleasure/pain, hope/fear, social acceptance/rejection. And it takes simplicity factors, such as time, money, physical effort. Behavior change occurs, when both come together and combine with a trigger, which can be a facilitator, spark or signal.

Just found it interesting to get to know the foundation of familiar models, since Adam Ferrier argues very similar in The Advertising effect. He defines specific tactics, which work best, if either the motivation or the ability is the major barrier to achieve the intended behavior. Further, Adam identifies social norm (how do others perceive the behavior) and personal incentive (what’s in it for me?) as key questions to motivation. While he breaks down ability to ease and skill.

Benjamin Teeuwsen

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If branding is soul, great ads will get the funk!

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