Fogg Behavior Model

Category: Design

What is Fogg Behavior Model?

Fogg Behavior Model is a psychological model developed by Dr. B. J. Fogg from Stanford University, which explains what is necessary for a given behavior to occur. The model is presented with the formula: B = MAP

The formula B = MAP

  • B = Behavior

    The desired action or behavior that we want to happen

  • M = Motivation

    The desire or willingness of the user to perform the action

  • A = Ability

    The ability of the user to perform the action (ease, skills, resources)

  • P = Prompt

    A signal or prompt that tells the user to perform the action at the right moment

Key principle of the model:

Behavior occurs when motivation, ability and prompt meet in one moment. If one of the three elements is missing, the behavior will not occur.

Detailed understanding of the components:

Motivation - 3 main types:

  • Pleasure/Enjoyment - seeking pleasure, avoiding pain
  • Hope/Fear - expecting a positive result, avoiding a negative one
  • Social acceptance - seeking approval, avoiding rejection

Ability - 6 factors of simplicity:

  • Time - how much time does the action take
  • Money - what financial resources are needed
  • Physical effort - how much physical energy is needed
  • Cognitive load - how much thinking is needed
  • Social deviation - how much the action is socially acceptable
  • Irregularity - how much the action deviates from the routine

Prompts/Prompt (3 types):

  • Spark - a prompt that increases motivation
  • Facilitator - a prompt that makes the action easier
  • Signal - a neutral prompt that simply reminds

Behavior matrix:

The model illustrates that for behavior to occur, it must be above the &ldquot;action line&rdquot; - the point where motivation and ability are sufficient to be activated by the prompt.

Application in CRO and UX design:

  • Increase motivation - through social proof, compelling copying, demonstrating value
  • Improve ability - simplifying processes, reducing steps, improving usability
  • Effective prompts - proper timing, clear calls to action (CTA), personalized prompts
  • Diagnosis of problems - analysis of which of the three components is missing when the desired behavior does not occur

Practical examples:

E-commerce purchase:

  • Motivation: Desire for a product, special offer
  • Ability: Easy payment process, delivery to the door
  • Prompt: "Buy now" button, reminder for the offer to expire

Free trial registration:

  • Motivation: Curiosity, fear of missing something
  • Ability: Quick registration, no need for a credit card
  • Prompt: "Try for free" button, limited time

Key insight:

When motivation is high, people will perform difficult actions. When motivation is low, the action must be very easy. The most effective approach is often to work on increasing ability (making things easier), as this is more predictable and controllable than changing motivation.