{"id":940,"date":"2013-05-19T21:45:53","date_gmt":"2013-05-19T20:45:53","guid":{"rendered":"http:\/\/paulo72.com\/?p=940"},"modified":"2017-05-17T23:18:22","modified_gmt":"2017-05-17T22:18:22","slug":"foggs-behaviour-model","status":"publish","type":"post","link":"https:\/\/actino.local\/design\/foggs-behaviour-model\/","title":{"rendered":"Foggs Behaviour Model"},"content":{"rendered":"
A model for describing when an individual will be suitably motivated to act.<\/p>\n
We encounter many triggers to action. Sometimes we act, and heed the call to action, sometimes we don’t. This framework attempts to describe the circumstances under which an individual may be motivated to enact a behaviour.<\/p>\n
The Fogg Behaviour Model was published by\u00a0Dr. BJ Fogg in 2009 and revised in 2010. Dr Fogg founded the Persuasive Technology Lab at Stanford University, where he directs research in \u201cBehaviour Design\u201d: a systematised way of changing human behaviour.<\/p>\n
B=mat<\/em><\/p>\n In a given context a behaviour (B)<\/em> occurs when there is sufficient motivation (m)<\/em><\/a>, a trigger (t)<\/em><\/a> is experienced and they have sufficient ability (a)<\/em><\/a>.\u00a0 To put it another way: The individual needs to be sufficiently motivated to act when prompted \u2014 if the cost is not too great.<\/p>\n The factors that may cause an individual to act.<\/p>\n Levels of motivation are not constant and come in waves: People are keener to diet having watched an inspiring programme about a new diet (hope) rather than when they are grocery shopping a hangover (pain). Peaks of motivation are rare and present a great opportunity to promote future engagement.<\/p>\n Prompts an action. The action prompted should be tailored to the ease with which the user can take it and their level of motivation.<\/p>\n The scarcity or abundance of the following resources in the given context:<\/p>\n For example Jenny is a designer and she sees some new design software that will be released soon. The software looks like it has potential, and may prove useful. She isn’t hugely motivated however and is undecided about whether to invest time and attention learning more about it. Because the effort involved in being notified when it launches very low \u2013 just enter your email address \u2013 she decides to go ahead and give them her email.<\/p>\n The marketers have succeeded despite not being able to offer any great motivation because they made the cost of action so low. If they had asked Jenny to fill out a longer form they may not have succeeded because the cost in terms of cognitive effort and time required may have tipped the scales too far for the motivation to have been sufficient.<\/p>\n Company X has a caption competition running on their website; the prize is an iPad. In order to to enter a competitor must like Company X on Facebook and then fill out an entry form that requires you to think up a witty caption.<\/p>\n The cost is quite high:<\/p>\n If the trigger catches you at the right time the motivation may be high enough to persuade you to stop what you were doing, risk social stigma, and put some thought into winning this valuable prize.<\/p>\n A model for describing when an individual will be suitably motivated to act.<\/p>\n","protected":false},"author":1,"featured_media":1149,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[24,31],"yst_prominent_words":[137,143,140,133,100,104,122,129,148,146,127,110,98,151,114,132,92,125,117,119],"_links":{"self":[{"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/posts\/940"}],"collection":[{"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/comments?post=940"}],"version-history":[{"count":5,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/posts\/940\/revisions"}],"predecessor-version":[{"id":1350,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/posts\/940\/revisions\/1350"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/media\/1149"}],"wp:attachment":[{"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/media?parent=940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/categories?post=940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/tags?post=940"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/actino.local\/wp-json\/wp\/v2\/yst_prominent_words?post=940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Motivation<\/h3>\n
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Trigger<\/h3>\n
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Ability<\/h3>\n
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#<\/i><\/a>Examples<\/h2>\n
#<\/i><\/a>Less Motivation : Greater Ability<\/h3>\n
#<\/i><\/a>More Motivation : Less Ability<\/h3>\n
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#<\/i><\/a>Further reading & viewing<\/h2>\n
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