The fog model tells us motivation to perform and action, the ability to do it and a cue are the three elements that must converge for a target behavior to occur
Dr. BJ Fogg is the founder of the Persuasive Technology Laboratory at Stanford University. His research focuses on the use of technology to influence and modify the behavior of individuals.
According to him, three elements must converge at the same time for a target behavior to occur:
- Trigger (a cue)
Motivation is the underlying drives which motivates us. Three core motivators can influence the consumer: pleasure and pain (physical level) , hope and fear (emotional level), acceptance and social rejection (social level).
The ability includes six ways that can be seen as ability blockers – things that reduce one’s ability - but that can be changed, namely: time, money, mental and physical efforts, social deviance and non-routine.
Finally, the triggers may be external, such as a drill prompting action, or internal, as a routine behavior that would make you open the fridge every time you go to the kitchen. They are all the things that push you to perform an action, without which the behavior would just not occur.
The higher the motivation and the capacity, and the higher the effectiveness of a trigger, the higher the ods of the behavior taking place.
If the desired behavior is not occurring, then one of these three elements might be missing.
Source : BJ Fogg’s Behavior Model, behaviormodel.org, consulté le 22.08.2018
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