Fogg Behavior Model

How Behavior Works

The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt.

Here is the simplest form of the Fogg Behavior Model:


The simplest explanation

“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.”

Visualizing the model

You can visualize the model in this way:

The Fogg Behavior Model is universal. It applies to human behavior for people of all ages and in all cultures.

With the Fogg Behavior Model as the cornerstone, Dr. Fogg created a new way to design products and services. It’s a system he calls “Fogg Behavior Design.”

Many innovators have used the Fogg Behavior Model to design successful products. In addition, over 1,200 academic publications reference the Fogg Behavior Model. Check it out here on Google Scholar.

Learn Fogg Behavior Design

Dr. Fogg teaches small groups of professionals how to use his system to design successful products and services.

This professional training is for people who want to create products that change behavior for good.

You can see some learning options here.

Contact Dr. Fogg

P.O. Box 20456
Stanford, CA 94309