Motivation and emotion/Book/2024/Fogg behaviour model

Fogg behaviour model:
How can it be applied to understanding and changing behaviour?

Overview

Case Study

BeReal is a photo-sharing social media application (figure1) that allows users to upload a photo taken within a 2 minute time period and share it among friends. The design is prompted to “show their friends who they really are, for once,” by taking away the chance to edit or add filters. This captures an insight on what others are up to in different points in time.

Figure 1. The BeReal Application Logo

The BeReal app incorporated the Fogg behaviour model in persuasive technology as well as product design. All 3 areas are encapsulated

Use a numbered list per Tutorial 2

1. Trigger – A notification appears every day at different time, even if you miss the initial time period more notifications come after a period of time to further remind you.

2. Ability – The user interface is very easy to use as in the click of one button a front facing photo (selfie) and a photo from the back camera are taken simultaneously

3. Motivation – This an easy way to connect with friends on a social media platform in a short amount of time. Be Real also allows users to connect with celebrities and share songs all within the same app.

Figure 2. The Fogg Behaviour Model Graph

The Fogg behaviour model (FBM) (figure 2 capitalise Figure) produces an understanding for human behaviour and how its anticipated / created with 3 key principals, these include Motivation, ability and triggers (ref fogg, 2009 use APA style for citations). Furthermore, these categories are split into subcomponents, Motivation can be influenced by pleasure / pain, hope / fear and acceptance / rejection, Ability is all about simplicity so time, money, physical effort all factor into this with brain cycles, social deviance and non-routine. Triggers are categories into sparks , facilitators and signals.

In conjunction these three areas can influence behaviour to shift in many facets such as building habits, Consumer behaviour, the design of persuasive technology and building public policy, these industries heavily aided the use of FBM for a multitude of reasons. The FBM’s simple design and message makes it easy for people to adapt and effetely incorporate it into what they wanting to achieve. Generally, this can be adopted if (1) In order for a behaviour to occur the person needs to be adequately motivated,(2) the person can perform the behaviour In full secession and (3) a trigger that the person can respond to do the behaviour.

Figure 3. The Fogg behaviour model equation

The graph shows an ideal depiction of how the behaviour will have a favourable outcome. Thus an acceptable behaviour will only occur if little ability is needed in combination with high level of motivation and a an effective trigger that the person can act upon. If a more challenging behaviour is bestowed upon them one of the 3 principals will be altered.

“Behavior happens when Motivation, Ability, and a Prompt come together at the same time. When a behavior does not occur, at least one of those three elements is missing.” – Fogg

History

The Fogg behaviour Model (FBM) was theorised by Dr. BJ Fogg who is behavioural scientist at Standford [spelling?] university. Foggs [grammar?] early work was in persuasive technology then he transitioned into the health habits of humans and how they are maintained.

This template provides tips for the topic development exercise. Gradually remove these suggestions as the chapter develops. It is OK to retain some of this template content for the topic development exercise. Also consult the book chapter guidelines.

The Overview is typically consists of one to four paragraphs inbetween the scenario and focus questions. Suggested word count aim for the Overview: 180 to 330 words.

Suggestions for this section:

Engage the reader with a scenario, example, or case study, and an accompanying image
Explain the problem and why it is important
Outline how psychological science can help
Present focus questions

Focus questions:

What is the Fogg behaviour model?
How can the Fogg behaviour model be used in persuasive technologies / social media?
How can it benefit individuals using these technologies?

What is the Fogg behaviour model?

[Provide more detail]

Motivation

In order to alter a person’s behaviour Motivation should be very clear to the individual so a change can be seen promptly.
The value (schwarts 1992) and goal framing (linden burg 2001) theories will be explored for environmental behaviour
What are common motivations that persuasive technology companies use and how can others motivate (nudge) other people to use it as well. (plak)
One of the three subcategories should be targeted when working in persuasive technologies

Pleasure / Pain

The pleasure and pain aspect of motivation acts as an immediate response to the behaviour without any thinking behind it. Eg. exercising with energizing music may make exercising more pleasurable to perform)

Hope / Fear

The hope and fear aspect encompasses the anticipation of what the behaviour result will be. This is the very present among everyday behaviour e.g. fear of getting a flu shot. E.g. hope joining a dating a site

Hope is most like the most ethical an empowering motivator

Social Acceptance / Rejection

This one is very individualised as every person has, they own concept of what is socially acceptable. People are more motivated to be seen as a winner in society but do everything they can to avoid being rejected. Social media has heavily influenced many people to buy products, try a new workout routine or try something new. Humans like to be a part of groups that accept them .

Ability

The ability principal of FBM address how the behaviour can be performed. The Simplicity of the behaviour is one of the biggest factors of getting a behaviour done. Yet training and teaching in a work perspective isn’t that helpful (Fogg, 2009)
In persuasive design the behaviour is usually easier to do . e.g 1 click shopping)
Making the behaviour inclusive enough for everyone to use.

Time

One of the biggest factors from to prevent a behaviour being performed. It needs to be simple and quick.

How often the excuse of time is used?

Money

If money is required for a behaviour to be carried it may be an issue for those in low socio-economic areas. Yet wealthy individual can use money to make tasks easier. In persuasive technology a wide array of individuals “simplicity” should be evaluated

Physical Effort

If an exertion is needed for a behaviour may not considered simple enough for some people.

Brain Cycles

Thinking hard for a long time on one behaviour isn’t the nicest feeling when many other things may be on someone’s mind. Individuals all have different brain capacity to hold or release information

Social Deviance

Similar to social acceptance this one is for going against the norms even if the behaviour requires something outside the usual .

Non-routine

An easy to implement behaviour can be helpful for those who follow routine and can be flexible but if it can’t fit oats not that simple for people to adapt to

What are “easy” things that can be added to a routine ?

Trigger

What is the most popular cue for perceive technologies?
An activation / call to action sign is very helpful for people to keep going with the behaviour or something to come back to later
What type of triggers entice the person more?

Spark

This is for those who lack motivation, it help to try to tailor the message just to them. Persuasive technology use positive sparks to uplift others (forms of pleasure, sense of hope and social acceptance)

Facilitator

This trigger is for those who ack ability to do the behaviour effectively by making it more approachable to those who have forgotten or feeling doubt e.g “make a delicious dessert with items you have on hand.”

Signal

This acts as friendly reminder, this is targeted towards those who have a motivation and ability to complete the behaviour. An ordinary example of a signal is a traffic light that turns red or green. The traffic light is not trying to motivate me.; it simply indicates when a behaviour is appropriate.

Quiz Time !!!

How can the Fogg behaviour model be used in persuasive technologies / social media?

How can it benefit individuals using these technologies?

Learning Features

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Scenarios

Scenarios or case studies describe applied/real-world examples of concepts in action
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- Focus questions
- Tips
- Quiz questions
- Take-home messages

Links

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- Wikipedia (e.g., Sigmund Freud wrote about (e.g., dreams) or
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Tables

Use to organise and summarise information
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Refer to each table at least once in the main text (e.g., see Table 1)
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Table 1. Descriptive Caption Which Explains The Table and its Relevant to the Text - Johari Window Model

Quizzes

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Quiz conceptual understanding, rather than trivia
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Conclusion

The Conclusion is arguably the most important section
Suggested word count: 150 to 330 words
It should be possible for someone to only read the Overview and the Conclusion and still get a pretty good idea of the problem and what is known based on psychological science

Suggestions for this section: What is the answer to the sub-title question based on psychological theory and research? What are the answers to the focus questions? What are the practical, take-home messages? (Even for the topic development, have a go at the likely take-home message)

References

List cited references in APA style (7th ed.) or wiki style. APA style example:

Fogg, B. (2009). A Behavior Model for Persuasive Design. Proceedings of the 4th International Conference on Persuasive Technology - Persuasive ’09, 40(40), 1–7.

https://doi.org/10.1145/1541948.1541999 ‌ Fogg, B. J., & Euchner, J. (2019). Designing for Behavior Change—New Models and Moral Issues: An Interview with B.J. Fogg. Research-Technology Management, 62(5), 14–19. https://doi.org/10.1080/08956308.2019.1638490

Ji, K., Rosalam Che Me, & Khairul Manami Kamarudin. (2023). A Review of Persuasive Technology and Design to Healthy Lifestyle. INTERNATIONAL JOURNAL of ART and DESIGN, 7(2), 101–113. https://doi.org/10.24191/ijad.v7i2.1059

Filippou, J., Cheong, C., & Cheong, F. (2016). Combining the Fogg behavioural model and hook model to design features in a persuasive app to improve study habits. arXiv preprint arXiv:1606.03531.

Van Bon, I. (2015). PLEASE REMIND ME TO GET ACTIVE (Doctoral dissertation, Eindhoven University of Technology).

Mogles, N., Padget, J., Gabe-Thomas, E., Walker, I., & Lee, J. (2017). A computational model for designing energy behaviour change interventions. User Modeling and User-Adapted Interaction, 28(1), 1–34. https://doi.org/10.1007/s11257-017-9199-9

Plak, S., van Klaveren, C., & Cornelisz, I. (2022). Raising student engagement using digital nudges tailored to students’ motivation and perceived ability levels. British Journal of Educational Technology, 54(2). https://doi.org/10.1111/bjet.13261

Sittig, S., & Franklin, A. L. (2020). Persuasive technology: Designing mobile health triggers to impact health behavior.

External Links

Fogg behaviour model (behaviormodel.org)
Modeling Behaviour (Bora Nikolic)

Suggestions for this section: Only select links to major external resources about the topic Present in alphabetical order Include the source in parentheses after the link