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What's this behaviour?

Updated: Mar 10



What causes behaviour change in us as humans? Dr. BJ Fogg from Stanford defines behaviour as a nature which works with the combination of motivation(M), ability(A) and prompt(P) at the same time. If one of the elements is missing, behavior won’t happen.

These three behavior change elements are the following:

  • Motivation — People have to be sufficiently motivated to change their behavior.

  • Ability — They must have the ability to do the behavior.

  • Trigger — They have to be triggered, or prompted, to do the behavior.

B=MAP Behaviour=Motivation + Ability+Prompt



Emotions create habits- BJ Fogg

Think when was the last time you didn't answer your phone and why?

You were in a meeting

You were in the shower

You didn't hear it ringing

You were sleeping

You were in a bad mood

You didn't wanna talk to them



Now lets break this situation into MAP



You were in a meeting, You were in the shower, You didn't hear it ringing, You were sleeping - ABILITY It goes from hard to do, to easy to do (or from complicated to simple). It can further be sub-divided into time , money, social, physical efforts, etc.





You were in a bad mood, You didn't wanna talk to them - MOTIVATION

The more motivated you are to do something, the more likely it is that you’ll do it. We can categorize motivation into three groups, sensation, anticipation and social cohesion.






Phone ringing- PROMPT SUCCESS A good prompt is meaningful in the user's context. It should come at the right time and grab user's attention. A trigger is a cue, or a call to action. It’s something that says, “Do this now.”










Now that we know what Fogg's Behaviour Model is, where can we apply it?


  1. We can apply this model anywhere where we seek a behaviour. In our daily lives, making healthy habits, etc. If you are struggling to start exercising or joining a gym, use this model.

  2. We can apply this to other people as well. For example, getting your kids to eat healthy, do homework, practice meditation.

  3. It can be applied to products as well. For example, getting your users to use a service you offer, signing in to the website, purchase or read content, etc.


This model can be applied to personal as well as professional areas. All we have to do is remember B=MAP


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