Fogg, BJ. A behavior model for persuasive design. (2009) Proceedings of the 4th International Conference on Persuasive Technology, 40, 1-7. https://doi.org/10.1145/1541948.1541999

University of Illinois at Urbana-Champaign

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Posits that behaviors and actions are controlled by three main factors, Motivation, Ability, and Triggers. The theory suggests that the lack of any one of the three factors will hamper action.

Fogg Behavioral Model

Posited by Fogg, they are external events or actions that coerces/persuades users to perform a certain action. Triggers can be classified as:
- Sparks (draws upon motivating factors)
- Facilitators (draws upon ability/enabling factors)
- Signals (draws upon regularities or habits).

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