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.