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    Fogg Behaviour Grid

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    Lisarte Barbosa
    Behaviour change and Motivational triggers. A simple table to help organize what action may be best suited to tackle unmotivated people.

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    © All Rights Reserved
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    Fogg Behaviour Grid

    Uploaded by

    Lisarte Barbosa
    175 views2 pages
    Behaviour change and Motivational triggers. A simple table to help organize what action may be best suited to tackle unmotivated people.

    Copyright

    © © All Rights Reserved

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    PDF, TXT or read online from Scribd

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    Behaviour change and Motivational triggers. A simple table to help organize what action may be best suited to tackle unmotivated people.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    175 views2 pages

    Fogg Behaviour Grid

    Uploaded by

    Lisarte Barbosa
    Behaviour change and Motivational triggers. A simple table to help organize what action may be best suited to tackle unmotivated people.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 2

    Fogg Behavior Grid

    Updated:July12,2012

    My grid describes
    15 ways behavior can change
    . The purpose is to help people (including
    myself) think more clearly about behavior change.
    Each of the 15 behaviors types uses different psychology strategies and persuasive
    techniques. For example, the methods for persuading people to buy a book online (BlueDot
    Behavior) are different than getting people to quit smoking forever (BlackPath Behavior).
    My Stanford team has expanded the
    Behavior Grid
    and the
    Behavior Model
    with
    The Behavior
    Wizard
    . Be sure to see those other web sites to get a fuller picture of what we call Behavior
    Design.
    The graphic below gives examples. (Its a big jpg. It might take time to load, or you may need
    to scroll down to see it.)
    --BJ Fogg

    The Behavior Wizard & Resource Guides

    To make this approach to behavior change clearer and more useful, we have created the
    Behavior Wizard
    and Resource Guides for each of the 15 types of behavior change. Each guide
    gives more examples, explains relevant theories, and highlights real-world techniques for
    achieving the specific behavior type.

    Two More Steps to Clarify Target Behaviors

    After you identify your target behavior type, you can take two more steps for deeper
    understanding. First, you can
    identify
    how your target behavior gets triggered

    .
    Specifically, is the target behavior on "
    Cue
    " or on "
    Cycle
    "? (We explain more in the Resource
    Guides.)
    Next, you should
    see if your target behavior creates an obligation
    . We call these "
    Echo
    Behaviors
    ." For example, signing a contract for mobile phone service is an Echo Behavior,
    because it creates a monthly obligation to pay. Not only are you signing a contract -- a Dot
    Behavior, because it happens one time -- you are also committing to pay each month, making
    it also an Echo Behavior. That's different from a simple Dot Behavior, such as donating to the
    Red Cross. The donation doesn't create an ongoing commitment. Note that any of the 15
    types can also be Echo Behaviors. (Again, we explain more in the Resource Guides.)

    Previous Work that Relates to this Behavior Grid

    You can see my 2009 paper about the Behavior Grid:


    http://bjfogg.com/fbg.html
    . Note that
    the 2009 paper outlined 35 behaviors types, but this approach had weaknesses. The new grid
    with 15 behavior types is better.

    Feedback Welcome

    I hope this work helps you. My team and I would appreciate your feedback.
    Dr. BJ Fogg - bjfogg@stanford.edu (
    www.bjfogg.com
    )
    Director, Persuasive Technology Lab (
    captology.stanford.edu
    )
    Stanford University

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