Application for BJ Fogg's class CS377T

1. Behavior sequence
1. Hariette, former MBA 2. First trigger: Fellow
with high ability to donate alumni and close friend
(wealthy) and lukewarm Bob tells her he recently
motivation goes to a donated. Bob urges her to
Stanford Alumni reunion donate.
party.
4. Recalling her convo 3. Second trigger: The
with Bob, she follows the next day, Hariette opens
link and fetches her her email and sees a
wallet. follow-up email from the
Stanford Alumni
Association (sent out to
all attendees) asking her
to donate.
5. She enters her credit
card info - Hariette
donates (UTB).

2. supplemental slide #1
More on Hariette
A fo r m e r M B A , s h e
believes Stanford already
has a lot of money. She
had to work in an awful
investment banking job
after Stanford to pay off
her student loans. Plus
since her sister’s child
died of cancer, she thinks
t h a t ’s a mu c h m o re
worthy cause to donate.

3. supplemental slide #2
Harriette’s motivation
and ability
Hariette’s motivation to
donate to Stanford is not
that high, though she’s
not completely closed to
the possibility. Her ability
to donate is very high.
After her investment
banking job she came
back to Silicon Valley and
made a nice sum of
money starting and selling
a company. So, she’s
wealthy (maybe thanks to
Stanford, she thinks).
Motivation Ability

4. supplemental slide #3
Why did Hariette
donate?
boost in
motivation
Motivation-before Bob
bc of social trigger/
pressure
Motivation-after Bob
+ email trigger
from SAA
UTB