Fogg Behavior Model

Summary

In this video, BJ Fogg introduces his Behavior Model, explaining that behavior occurs when three factors align: motivation, ability, and a prompt. Motivation can range from high to low, while ability varies from easy to hard. The model visualizes these factors on two axes, and behavior happens when someone is above a certain line based on their motivation and ability. If someone has high motivation and easy ability, they are more likely to act when prompted. This model illustrates how different combinations of these factors influence whether a person will engage in a particular behavior.

Takeaways

• 😀 Behavior happens when motivation, ability, and a prompt come together at the same time.
• 😀 Motivation is the desire to perform a behavior, which can range from high to low.
• 😀 Ability refers to how easy or hard it is to perform a behavior, with a range from easy to hard.
• 😀 A prompt is a cue that triggers the behavior, signaling the individual to act now.
• 😀 The behavior model can be visualized on a two-dimensional graph with motivation on one axis and ability on the other.
• 😀 A high motivation combined with a high ability makes it more likely the behavior will occur when prompted.
• 😀 Low motivation or low ability reduces the likelihood that the behavior will happen when prompted.
• 😀 There is a trade-off or substitution relationship between motivation and ability.
• 😀 The curve in the model shows the trade-off between motivation and ability, where people above the line will act, and those below the line will not.
• 😀 If someone has high motivation and high ability, they will perform the behavior when prompted; if either is low, they won’t.

Q & A

What is the core concept of BJ Fogg's behavior model?

The core concept of BJ Fogg's behavior model is that behavior occurs when three factors come together at the same time: motivation, ability, and a prompt. These three elements interact to influence whether a person will engage in a particular behavior.

What are the three key components of the behavior model?

The three key components of the behavior model are motivation, ability, and prompt. Motivation refers to the desire to perform the behavior, ability refers to how easy or difficult it is to perform the behavior, and the prompt is the cue that triggers the behavior.

How does motivation affect behavior in Fogg's model?

Motivation affects behavior by determining how likely someone is to perform the behavior. If motivation is high, the individual is more likely to take action. Motivation can range from high to low, influencing the decision to engage in a behavior.

What role does ability play in Fogg's behavior model?

Ability plays a critical role in determining how easy or difficult it is for someone to perform a behavior. If the behavior is easy to do (high ability), the person is more likely to act on the prompt. Conversely, if the behavior is hard to do (low ability), the person is less likely to follow through.

Can you explain the concept of a prompt in the behavior model?

A prompt is a cue or signal that tells the individual to perform a behavior. It acts as a trigger that tells a person to take action, such as receiving a notification or seeing a reminder.

How does the trade-off between motivation and ability work in the behavior model?

In Fogg's behavior model, there is a trade-off or substitution relationship between motivation and ability. If motivation is high, a person may be able to perform a behavior even if the ability is low. Similarly, if the behavior is easy (high ability), the person is more likely to perform it, even if their motivation is low.

What happens when a person is above the curved line in Fogg's model?

When a person is above the curved line, it means that the combination of their motivation and ability is sufficient to perform the behavior. In this case, when prompted, they will take action and perform the behavior.

What happens when a person is below the curved line in Fogg's model?

When a person is below the curved line, the combination of their motivation and ability is not enough to trigger the behavior. In this case, even when prompted, they are unlikely to engage in the behavior.

How does the example of donating to the Save the Reef Foundation illustrate the behavior model?

The example of donating to the Save the Reef Foundation demonstrates the behavior model by showing how motivation (love for Hawaii) and ability (ease of donation) influence the likelihood of someone donating. If both factors align positively, the person will be prompted to donate, whereas if motivation or ability is low, they are less likely to do so.

What is the significance of the curved line in the behavior model?

The curved line in Fogg's behavior model represents the threshold where the combination of motivation and ability leads to action. If a person’s motivation and ability place them above the line, they are likely to perform the behavior when prompted. If they are below the line, they are unlikely to engage in the behavior.