Fogg Behavior Grid Updated: July 12, 2012

My grid describes 15 ways behavior can change. The purpose is to help people (including
myself) think more clearly about behavior change.

Each of the 15 behaviors types uses different psychology strategies and persuasive
techniques. For example, the methods for persuading people to buy a book online (BlueDot
Behavior) are different than getting people to quit smoking forever (BlackPath Behavior).

My Stanford team has expanded the Behavior Grid and the Behavior Model with The
Behavior Wizard. Be sure to see those other web sites to get a fuller picture of what we call
“Behavior Design.”

The graphic below gives examples. (It’s a big jpg. It might take time to load, or you may
need to scroll down to see it.)

--BJ Fogg

The Behavior Wizard & Resource Guides

To make this approach to behavior change clearer and more useful, we have created the
Behavior Wizard and Resource Guides for each of the 15 types of behavior change. Each
guide gives more examples, explains relevant theories, and highlights real-world techniques
for achieving the specific behavior type.

Two More Steps to Clarify Target Behaviors

After you identify your target behavior type, you can take two more steps for deeper
understanding. First, you can identify how your target behavior gets triggered.
Specifically, is the target behavior on "Cue" or on "Cycle"? (We explain more in the
Resource Guides.)

Next, you should see if your target behavior creates an obligation. We call these
"Echo Behaviors." For example, signing a contract for mobile phone service is an Echo
Behavior, because it creates a monthly obligation to pay. Not only are you signing a
contract -- a Dot Behavior, because it happens one time -- you are also committing to pay
each month, making it also an Echo Behavior. That's different from a simple Dot Behavior,
such as donating to the Red Cross. The donation doesn't create an ongoing commitment.
Note that any of the 15 types can also be Echo Behaviors. (Again, we explain more in the
Resource Guides.)

Previous Work that Relates to this Behavior Grid

You can see my 2009 paper about the Behavior Grid: http://bjfogg.com/fbg.html. Note that
the 2009 paper outlined 35 behaviors types, but this approach had weaknesses. The new
grid with 15 behavior types is better.

Feedback Welcome
I hope this work helps you. My team and I would appreciate your feedback.

Dr. BJ Fogg - bjfogg@stanford.edu (www.bjfogg.com)

Director, Persuasive Technology Lab (captology.stanford.edu)
Stanford University