This document summarizes BJ Fogg's Behavior Model, which explains that behavior (B) is a function of motivation (M), ability (A), and a trigger (T). Fogg suggests that for behavior change to occur, one needs motivation, ability to perform the behavior, and a trigger. The document further explains the three factors of motivation, six factors of ability, and three types of triggers according to Fogg's model.

1. BJ FOGG’S
BEHAVIOUR MODEL
@juliettedenny

2. WHO IS
BJ FOGG?
BJ Fogg leads the Persuasive Technology Lab at Stanford
University. He and his team research human behaviour
and how you can influence it to achieve business goals.
In fact, he’s been labelled as one of the top ten business
gurus of this generation by Fortune magazine. His
practical framework will help you transform training into
a behavioural change knock-out!

3. WHAT IS
BJ FOGG’S BEHAVIOUR MODEL?
BJ Fogg’s Behaviour Model addresses the most significant
question in L&D – how can you change human behaviour?
This might seem like a huge question, but the purpose of L&D
is behaviour change, so it’s worth getting to grips with it. In a
world plagued by dull online learning, huge numbers of learners
are disengaged. You can hardly expect a disengaged learner to
change their ways if they don’t even enjoy their training! But,
with Fogg’s Behaviour Model at the ready, you’ll be transforming
your organisation and engaging learners in no time!

4. The equation ‘B=MAT’ rolls of the tongue and
sticks in the brain. The concept it communicates
is as simple as the equation itself. ‘Behaviour’ is
the word Fogg uses to describe an action that
someone might do. The question is how can you
train employees to do the right actions? This is
the essence of behaviour design.
Fogg suggests that three things are needed:
motivation, ability and a trigger. When these
three things come together, people are capable
of changing the world.
MEET THE
MODEL

5. Luckily for us, Fogg isn’t talking about your morning cup of coffee.
Instead, he’s talking about the underlying drives that motivate
you. He highlights three drives…
Sensation: This is the physical level of motivation. Some actions
bring us pleasure, whilst other actions cause us pain. We’re
motivated to seek pleasure and avoid pain.
Anticipation: This is the emotional level of motivation, specifically,
hope and fear. Hope is the most powerful motivator there is.
Belonging: This is the social level of motivation, people want to
feel like they belong and don’t want to feel rejected.
#1
MOTIVATION

6. Fogg uses the word ‘Ability’ to mean how simple it is for someone to do something at a
particular moment in time. Helpfully, he also outlined six ways that a task can be made simpler:
Time: The bigger-the time investment, the more motivation you’ll need.
Money: The more something costs, the less appealing it will be.
Physical Effort: The more effort an act requires, the less appealing it is.
Thought: Tasks that require a lot of brain power are much less appealing.
Social Deviance: If doing something will carry a heavy social cost then you’ll avoid it.
Non-Routine: Anything that means you’ll need to go out of your way is a bigger challenge.
#2
ABILITY
#1
#2
#3
#4
#5
#6

7. The final piece of the behavioural puzzle is the trigger. There are
three types of trigger, each aimed at a slightly different
audience. They are:
The Spark: a trigger that comes with added motivation. It’s
perfect for those who have the ability but lack the motivation.
The Facilitator: some learners have the motivation, but can’t
achieve what’s expected of them without further support.
The Signal: some learners are ready to change. They have the
motivation, they have the ability, all they need is the starting gun
to fire and they’ll get going.
#3
TRIGGER