Fogg Behavior Model

Over 1,000 academic publications reference the Fogg Behavior Model. Check it out here on Google Scholar.

What Causes Behavior Change

The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt. When a behavior does not occur, at least one of those three elements is missing.

The Fogg Behavior Model (FBM) makes it easier to understand behavior in general. What was once a fuzzy mass of psychological theories now becomes organized and specific when viewed through the FBM.

The FBM highlights three principal elements, each of which has subcomponents. Specifically, the FBM outlines Core Motivators (Motivation), Simplicity Factors (Ability), and the types of Prompts. The subcomponents define the larger elements. For example, in the FBM the word Ability refers to the how the Simplicity Factors work together in the context of a Prompt.

I teach small groups of professionals how to use my methods to change behavior. Learn more here.

The video below is about how motivation changes over time.

How Motivation Changes Over Time

The video below is about competing motivations.

Competing Motivations

The video below is about how motivation and ability change when you start tiny.

How Motivation and Ability Change When You Start Tiny

The video below is about how simplicity changes behavior.

How Simplicity Changes Behavior

The video below shows how the Fogg Behavior Model applies to groups.

How the Fogg Behavior Model Applies to Groups

To learn many practical uses of my Behavior Model, you can apply to join my “Boot Camp in Behavior Design.” This hands-on training is for professionals who want to create products that change people’s behavior for the better.

Over 90% of people who join me report (in an anonymous survey) that my Boot Camp was the best training experience of their careers.

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To use the Fogg Behavior Model or any of my copyrighted works, please get started here.

The Fogg Behavior Model is part of a larger system that helps people design for behavior change. To see my related work (and a lot more), go to


Contact Me

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P.O. Box 20456
Stanford, CA 94309