1. Click for more: http://captology.stanford.edu
Top 10 Mistakes
in
Behavior Change
. . . and some ways you can fix them
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, & Mark Nelson

2. 1
# Relying on willpower
for long-term change
x i s t.
e s n’t e u re .
e r do r f u t
i ne w i l l p o w b e t te
Im ag te p 1 t o a
Th at ’s s
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

3. Do Stuff
Green Blue Purple Gray Black
behavior behavior behavior behavior behavior
Do new behavior, Do familiar behavior Increase behavior Decrease behavior Stop doing
one that is unfamiliar intensity or duration intensity or duration a behavior
Dot GreenDot BlueDot PurpleDot GrayDot BlackDot
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop doing a
behavior one time one time one time one time behavior one time
is done
Install solar panels Tell a friend about Plant more trees and Buy fewer boxes of Turn off space heater
one-time for tonight
on house eco-friendly soap local plants bottled water
Span GreenSpan BlueSpan PurpleSpan GraySpan BlackSpan
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop a behavior
behavior for a period of time for a period of time for a period of time for a period of time for a period of time
has duration,
such as 40 Carpool to work for Bike to work for two Take public bus for Take shorter showers Don’t water lawn
days three weeks months one month this week during summer
Path GreenPath BluePath PurplePath GrayPath BlackPath
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop a behavior
behavior from now on from now on from now on from now on from now on
is a
permanent Start growing own Turn off lights when Purchase more local Eat less meat Never litter again
vegetables leaving room produce from now on
change

4. Stanford: Fogg Behavior Grid
Do Stuff Don’t do
Green Blue Purple Gray Black
behavior behavior behavior behavior behavior
Do new behavior, Do familiar behavior Increase behavior Decrease behavior Stop doing
one that is unfamiliar intensity or duration intensity or duration a behavior
Dot GreenDot BlueDot PurpleDot GrayDot BlackDot
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop doing a
behavior one time one time one time one time behavior one time
is done
Install solar panels Tell a friend about Plant more trees and Buy fewer boxes of Turn off space heater
one-time for tonight
on house eco-friendly soap local plants bottled water
Span GreenSpan BlueSpan PurpleSpan GraySpan BlackSpan
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop a behavior
behavior for a period of time for a period of time for a period of time for a period of time for a period of time
has duration,
such as 40 Carpool to work for Bike to work for two Take public bus for Take shorter showers Don’t water lawn
days three weeks months one month this week during summer
Path GreenPath BluePath PurplePath GrayPath BlackPath
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop a behavior
behavior from now on from now on from now on from now on from now on
is a
permanent Start growing own Turn off lights when Purchase more local Eat less meat Never litter again
vegetables leaving room produce from now on
change

5. Stanford: Fogg Behavior Grid
Do Stuff Don’t do
Do not post online or publish. For rights to use with people outside of your company, contact BJ Fogg
Green Blue Purple Gray Black
behavior behavior behavior behavior behavior
Do new behavior, Do familiar behavior Increase behavior Decrease behavior Stop doing
one that is unfamiliar intensity or duration intensity or duration a behavior
Dot GreenDot BlueDot PurpleDot GrayDot BlackDot
dot
  
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop doing a
behavior one time one time one time one time behavior one time
is done
behaviors Install solar panels Tell a friend about Plant more trees and Buy fewer boxes of Turn off space heater
one-time for tonight
on house eco-friendly soap local plants bottled water
Span GreenSpan BlueSpan PurpleSpan GraySpan BlackSpan
BlackSpan
span
behavior
has duration,
Do new behavior
for a period of time
Do familiar behavior
for a period of time
Increase behavior
for a period of time
Decrease behavior
for a period of time
Stop a behavior
for a period of time
behaviorssuch as 40 Carpool to work for Bike to work for two Take public bus for
one month
Take shorter showers Don’t water lawn
days three weeks months this week during summer
Path GreenPath BluePath PurplePath GrayPath BlackPath
BlackPath
path





Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop a behavior
behavior from now on from now on from now on from now on from now on
behaviors
is a
Start growing own Turn off lights when Purchase more local Eat less meat Never litter again
permanent
vegetables leaving room produce from now on
change

6. 2
# Attempting big leaps
instead of baby steps
s uc c e s se s
Se e k t i ny r a n o t h e r.
-- o n e af te
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

7. Fogg Behavior Model
Fogg Behavior Model - www.BehaviorModel.org
www.BehaviorModel.org
B = mat at the same moment
triggers
motivation
succeed here
Activation
Threshold
triggers
fail here
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

8. Fogg Behavior Model
www.BehaviorModel.org
Trigger at this point
& behavior happens
B = mat at the same moment
triggers
motivation
succeed here
Activation
Threshold
triggers
fail here
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

9. Fogg Behavior Model
www.BehaviorModel.org
B = mat at the same moment
triggers
motivation
succeed here
Trigger at this point
& behavior won’t happen
Activation
Threshold
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

10. Fogg Behavior Model
www.BehaviorModel.org
B = mat at the same moment
triggers
motivation
succeed here
Activation
Threshold
Trigger at this point
& behavior happens
triggers
fail here
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

11. 3
# Ignoring how
environment
shapes behaviors
te x t
u r c o n li fe .
ge yo yo u r
Ch a n a nge
&y o u ch
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

12. 4
# Trying to stop old
behaviors instead of
creating new ones
av o id ance .
t
n ac t i o n, n o
F o c us o
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

13. Fogg Behavior Model
www.BehaviorModel.org
B = mat at same moment
Habits
Habits
Habits
motivation
triggers Habits
succeed here
Habits
Activation
Threshold
Habits
triggers
fail here Habits
Habits
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

14. Fogg Behavior Model
www.BehaviorModel.org
B = mat at same moment
Habits Habits
Habits Habits
Habits Habits
motivation
triggers Habits Habits
succeed here
Habits Habits
Activation
Habits Habits
Threshold
triggers
fail here Habits Habits
Habits
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

15. Fogg Behavior Model
www.BehaviorModel.org
B = mat at same moment
Habits Habits Habits
Habits Habits Habits
Habits Habits Habits
motivation
triggers Habits Habits
succeed here
Habits Habits
Activation
Habits Habits
Threshold
triggers
fail here Habits Habits
Habits
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

16. 5
# Blaming failures on
lack of motivation
av i o r
he be h
a k e t o.
S o lu t i o n : M ie r t o d
e as
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

17. Fogg Behavior Model
www.BehaviorModel.org
B = mat at same moment
motivation
triggers
succeed here
Activation
Threshold
triggers
fail here
Do not post online or publish.
For rights to use with people
outside of your company,
contact BJ Fogg
Hard to Do ability Easy to Do

18. 6
# Underestimating
the power of triggers
pe ns
o r h a p e r.
e h av i t r ig g
No b u t a
witho
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

19. 7
# Believing that
information
leads to action
o rat i on al.
ans a re n’t s
We h um
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

20. 8
# Focusing on abstract
goals more than
concrete behaviors
h a p e o d ay
e t in s min . t
ac t: G l k 15
A b s t r : Wa
Con c re te
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

21. 9
# Seeking to change
a behavior forever,
not for a short time.
or k s
r i o d w ve r ”
A fi xe d p e “f o re
b e t te r t h an
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

22. Stanford: Fogg Behavior Grid
Do Stuff Don’t do
Do not post online or publish. For rights to use with people outside of your company, contact BJ Fogg
Green Blue Purple Gray Black
behavior behavior behavior behavior behavior
Do new behavior, Do familiar behavior Increase behavior Decrease behavior Stop doing
one that is unfamiliar intensity or duration intensity or duration a behavior
Dot GreenDot BlueDot PurpleDot GrayDot BlackDot
dot
  
Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop doing a
behavior one time one time one time one time behavior one time
is done
behaviors Install solar panels Tell a friend about Plant more trees and Buy fewer boxes of Turn off space heater
one-time for tonight
on house eco-friendly soap local plants bottled water
Span GreenSpan BlueSpan PurpleSpan GraySpan BlackSpan
BlackSpan
span
behavior
has duration,
Do new behavior
for a period of time
Do familiar behavior
for a period of time
Increase behavior
for a period of time
Decrease behavior
for a period of time
Stop a behavior
for a period of time
behaviorssuch as 40 Carpool to work for Bike to work for two Take public bus for
one month
Take shorter showers Don’t water lawn
days three weeks months this week during summer
Path GreenPath BluePath PurplePath GrayPath BlackPath
BlackPath
path





Do new behavior Do familiar behavior Increase behavior Decrease behavior Stop a behavior
behavior from now on from now on from now on from now on from now on
behaviors
is a
Start growing own Turn off lights when Purchase more local Eat less meat Never litter again
permanent
vegetables leaving room produce from now on
change

23. # Assuming that
behavior change
is difficult.
h a rd
o t so e ss.
ge i s n t pro c
c h a n e r igh
Be h av i o r ve t h
he n y ou ha
w
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson
http://captology.stanford.edu http://facebook.com/captology

24. Thanks for viewing! -BJ Fo g g & the te am
Feel free to share this with a friend.
For more, follow the links
http://captology.stanford.edu
http://facebook.com/captology
http://twitter.com/bjfogg
By BJ Fogg, Kara Chanasyk, Margarita Quihuis, Neema Moraveji, Jason Hreha, Mark Nelson at . . .