Changing or influencing behaviour

There’s a behavioral design professor at Stanford, BJ Fogg, who has developed a model that says for any behavior in the world to occur, you need three things to happen at the same time:

  • Motivation – this can play off of many things, like pleasure or pain, hope or fear.
  • Ability – this refers to how easy it is to execute the behavior
  • Trigger – the final impetus to click or buy.

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