Framework for understanding and designing behavior change interventions
Core Idea: The BJ Fogg Behavior Model explains that behavior occurs when three elements converge simultaneously: motivation, ability, and a prompt. For successful behavior change, all three elements must be present above a certain threshold.
Key Elements
Core Components
- Motivation: The desire to perform the behavior (why)
- Ability: The capacity to perform the behavior (how)
- Prompt: The trigger that initiates the behavior (when)
Motivation Factors
- Pleasure/Pain: Immediate sensory response
- Hope/Fear: Anticipation of outcomes
- Social Acceptance/Rejection: Desire for social approval
Ability Factors (Simplicity Factors)
- Time: How long it takes to complete
- Money: Financial resources required
- Physical Effort: Energy expenditure needed
- Brain Cycles: Mental effort required
- Social Deviance: Going against social norms
- Non-Routine: Breaking from established habits
Types of Prompts
- Spark: Prompts with motivational elements
- Facilitator: Prompts that make the behavior easier
- Signal: Pure reminders when motivation and ability already exist
Behavior Change Methodology
- Tiny Habits: Start with small behaviors requiring minimal motivation
- Behavior Grid: Classifying behaviors by duration and frequency
- Behavior Chain: Connecting habits to existing routines
- Motivation Wave: Leveraging natural fluctuations in motivation
Implementation in Gamification
- Design prompts that appear when both motivation and ability are high
- Simplify behaviors to increase ability rather than focusing only on motivation
- Use appropriate prompt types based on user motivation and ability levels
- Leverage Triggers and Prompts strategically in the user experience
- Combine with Core Drives of Gamification to enhance motivation
Additional Connections
- Broader Context: Behavioral Psychology (theoretical foundation)
- Applications: Habit-Forming Product Design (practical implementation)
- See Also: Nudge Theory (complementary approach to behavior change)
References
- Fogg, B.J. "Tiny Habits: The Small Changes That Change Everything." Houghton Mifflin Harcourt, 2019.
- Fogg, B.J. "A Behavior Model for Persuasive Design." Persuasive '09: Proceedings of the 4th International Conference on Persuasive Technology, 2009.
- Chou, Yu-kai. "Actionable Gamification: Beyond Points, Badges, and Leaderboards." Octalysis Media, 2015.
#behavior-change #psychology #habit-formation #user-experience #persuasive-design
Connections:
Sources: