Searching for the most effective persuasive technologies causes the creation of new models and methods for assessing and promoting the target behaviour. Fogg is well known for his Behaviour Model and Behaviour Wizard, which present an innovative view on the nature of human actions and the persuasive methods for achieving the target response.
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Fogg (n.d.) has introduced a new model for understanding human behaviour (p. 1). In this model (FBM), the behaviour is presented as a product of three factors. The factors include motivation, ability, and triggers. The author presents a visualisation of the model in Figure 1 (Fogg n.d., p. 2).
The vertical axis represents the motivation of the person to perform the target action, and the horizontal axis represents an ability of the person to perform the action. The star reflects the target response. The triggers factor is placed close to the star, as it is necessary for the occurrence of the target response (Fogg n.d., p. 2).
Figure 1 shows the interdependence between three factors and their influence on the occurrence of the target behaviour. The author defines several elements of each of the factors. Motivation has three core motivators: pleasure/pain, hope/fear, and social acceptance/rejection. Ability includes such elements as time, money, physical effort, brain cycles, social deviance, and non-routine.
These six elements are interrelated and reduce the barriers for performing a target behaviour. The author determines three types of triggers and explains their meanings. These types include “spark as trigger”, “facilitator as trigger”, and “signal as trigger” (Fogg n.d., p. 6).
FBM is designed to help researchers and designers to understand the specifics of the persuasive design and create the most effective strategies for producing target response. By using this model, the person can see the behaviour changes more clearly and discover important issues related to the persuasion.
Behaviour Wizard, created by Fogg and Hreha, is a method for matching target actions with solutions. It is a new approach to persuasive design, which presents a “systematic way of thinking about behaviour change” (Fogg & Hreha n.d., p. 1). The main aim of the method can be defined as a contribution to the creation of effective persuasive technologies.
The foundation for the Behaviour Wizard is the “Behaviour Grid” created by Fogg. This matrix defines 15 types of behaviour change and is presented in Table 1 (Fogg & Hreha n.d., p. 3). The horizontal axis of the “Behaviour Grid” is divided into five columns with corresponding “flavours” (Fogg & Hreha n.d., p. 4). A Green Behaviour is new to the target audience. A Blue Behaviour is well-known to the target audience.
A Purple Behaviour defines the existing actions, the performance of which is increased. A Gray Behaviour defines the existing actions, the performance of which is decreased. A Black Behaviour is the one, the performance of which was stopped. The vertical axis of the “Behaviour Grid” is divided into three lines, which reflect the corresponding durations of responses.
A Dot Behaviour is done once. A Span Behaviour is done over a period. A Path Behaviour reflects an ongoing nature of permanent change. Using the Behaviour Wizard includes three stages (Fogg & Hreha n.d., p. 7). First, the target response should be identified. Then, we should define how the target response is triggered.
Finally, the solutions related to the target action should be considered. Behaviour Wizard appears to be very effective in systematising the knowledge about the action patterns. Besides, it is helpful for the specialists searching for successful strategies of behaviour change.
Therefore, it can help the researchers and designers to find the most appropriate persuasive techniques aimed at encouraging the target behaviour. Fogg has managed to create concepts and models that reflect the latest studies on the nature of human actions. Behaviour Model and Behaviour Wizard appear to be efficacious and create a basis for further research aimed at finding optimal solutions for issues related to the stimulation of the target response.
Fogg, B J n.d., A Behavior Model for persuasive design. Web.
Fogg, B J & Hreha J n.d., Behavior Wizard: A method for matching target behaviors with solutions, Stanford University. Web.