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BJ Fogg's Behavior Model

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BJ Fogg's Behavior Model

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BJ Fogg's Behavior Model

  1. 1. b=mat Fogg’s Behavior Model Kristen Sunde Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  2. 2. AKRASIA Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  3. 3. AKRASIA what we want to do what we do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  4. 4. User Customer Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  5. 5. User Customer Employee Influence Behavior Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  6. 6. Dr. BJ Fogg Founder: Persuasive Technology Lab at Stanford Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  7. 7. B=MAT Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  8. 8. B=MAT Motivators Behavior = Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  9. 9. B=MAT Motivators Behavior = Ability Triggers Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  10. 10. B=MAT Motivators Behavior = Ability Triggers at same time Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. MOTIVATOR: SENSATION PLEASURE PAIN B=MATM Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  19. 19. MOTIVATOR: ANTICIPATION HOPE FEAR B=MATM Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  20. 20. MOTIVATOR: SOCIAL COHESION SOCIAL REJECTION SOCIAL ACCEPTANCE B=MATM Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  21. 21. 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
  22. 22. 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
  23. 23. Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  24. 24. B=MAT ABILITY A There are two ways to increase ability. Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  25. 25. TRAIN Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  26. 26. TRAIN (hard path) Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  27. 27. Increase ability.... B=MAT ABILITY A Fogg’s Behavior Model Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. Spark B=MATT TRIGGER: SPARK low motivation, easy to do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  37. 37. Spark B=MATT TRIGGER: SPARK low motivation, easy to do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  38. 38. B=MATT TRIGGER: SIGNAL Signal high motivation, easy to do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  39. 39. B=MATT TRIGGER: SIGNAL Signal high motivation, easy to do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  40. 40. B=MATT TRIGGER: FACILITATOR Facilitator high motivation, hard to do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  41. 41. B=MATT TRIGGER: FACILITATOR Facilitator high motivation, hard to do Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft Fogg’s Behavior Model
  42. 42. 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
  43. 43. B=MAT Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft
  44. 44. 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
  45. 45. Source:http://www.behaviormodel.org/PresentedbyKristenSunde:11/26/14atTradecraft

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