Persuasive Design and Behavior Change
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The document outlines a framework for persuasive design and behavior change, detailing different types of behaviors and techniques for inducing change. It introduces the Fogg Behavior Model, which emphasizes the roles of motivation, ability, and triggers in achieving behavior change. Additionally, it discusses the importance of various techniques and facilitators in promoting long-term behavioral changes.
Persuasive Design and Behavior Change
- 1. Persuasive Design and Behavior Change 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.
- 2. A B C D E Perform new behavior Perform existing behavior Increase behavior Decrease behavior Stop behavior 1 One time behavior Take a new type of survey online Purchase book on Amazon Buy additional books online today Spend less time on Facebook today Dont eat dessert tonight 2 One time behavior that leads to ongoing obligation/cost Adopt a dog Agree to host a party Agree to pay more on mortgage Pay less on a credit card one time Refuse to continue chemotherapy 3 Behavior for a period of time Play a new video game for an hour Exercise for 30 minutes Floss longer for two weeks Spend less money on books this month Dont complain about anything today 4 Behavior on a predictable schedule Attend online class each week for a month Gamble online each morning at 10am Exercise with higher heart rate each morning Eat smaller portions for dinner Dont smoke after dinner each evening 5 Behavior is on cue Report any spam to Gmail Drink water at each fountain you see Write a longer thank you note after a dinner party Control your frustration when driving in gridlock Dont buy anything at checkout stand 6 Behavior is at will Read website privacy policy Check computer for viruses Check for computer viruses more often Drink less coffee Stop interrupting during conversations 7 Behavior is always performed Use Google for browsing Maintain good posture Think thoughts of aspiration Reduce energy consumption in home Stop looking at porn What Type of Behavior? Onwhatschedule?
- 3. Behavior Change Technique Taxonomy Clusters 1) Scheduled consequences 2) Reward and threat 3) Repetition and substitution 4) Antecedents 5) Associations 6) Covert learning 7) Natural consequences 8) Feedback and monitoring 9) Goals and planning 10) Social support 11) Comparison of behavior 12) Self-belief 13) Comparison of outcomes 14) Identity 15) Shaping knowledge 16) Regulation
- 4. HIGH MOTIVATION LOW MOTIVATION HARD TO DO EASY TO DO MOTIVATION(M) ABILITY (A) TRIGGERS (T) SUCCEED HERE TRIGGERS (T) FAIL HERE ACTIVITY THRESHOLD The Fogg Behavior Model B=MAT TARGET BEHAVIOR (B)
- 5. Target Behavior (B) HIGH MOTIVATION LOW MOTIVATION HARD TO DO EASY TO DO MOTIVATION(M) ABILITY (A) TRIGGERS (T) SUCCEED HERE TRIGGERS (T) FAIL HERE ACTIVITY THRESHOLD The Fogg Behavior Model B=MAT TARGET BEHAVIOR (B) Perform New Behavior Perform Existing Behavior Increase Behavior Decrease Behavior Stop Behavior
- 6. Motivation (M) HIGH MOTIVATION LOW MOTIVATION HARD TO DO EASY TO DO MOTIVATION(M) ABILITY (A) TRIGGERS (T) SUCCEED HERE TRIGGERS (T) FAIL HERE ACTIVITY THRESHOLD The Fogg Behavior Model B=MAT TARGET BEHAVIOR (B) Pleasure/Pain Hope/Fear Social Acceptance/Rejection
- 7. Ability (A) HIGH MOTIVATION LOW MOTIVATION HARD TO DO EASY TO DO MOTIVATION(M) ABILITY (A) TRIGGERS (T) SUCCEED HERE TRIGGERS (T) FAIL HERE ACTIVITY THRESHOLD The Fogg Behavior Model B=MAT TARGET BEHAVIOR (B) Time Money Physical Effort Brain Cycles Social Deviance Non-Routine
- 8. Triggers (T) HIGH MOTIVATION LOW MOTIVATION HARD TO DO EASY TO DO MOTIVATION(M) ABILITY (A) TRIGGERS (T) SUCCEED HERE TRIGGERS (T) FAIL HERE ACTIVITY THRESHOLD The Fogg Behavior Model B=MAT TARGET BEHAVIOR (B) Facilitator Spark Signal
- 9. HIGH MOTIVATION LOW MOTIVATION HARD TO DO EASY TO DO MOTIVATION(M) ABILITY (A) TRIGGERS (T) SUCCEED HERE TRIGGERS (T) FAIL HERE ACTIVITY THRESHOLD The Fogg Behavior Model B=MAT TARGET BEHAVIOR (B)
- 10. How do I put this all together?
- 11. Whos behavior are you trying to change? What techniques are being used? Whos facilitating these techniques? How do you persuade someone to carry out a technique?
- 12. Behavior Change Techniques are used for long-term change. The Fogg Model offers a framework for persuading a person to carry out a specific behavior. The Fogg Grid describes different types of behavior changes.
- 16. Michael Alman Primary PERSONA TIER Accountability User Porn Addict ROLE RELATIONSHIP
- 17. Whos behavior are you changing? Michael Alman Primary PERSONA TIER Accountability User Porn Addict ROLE RELATIONSHIP
- 18. Mary Alman Mary Alman Secondary PERSONA TIER Account Administrator Spouse of Porn Addict ROLE RELATIONSHIP
- 19. Tom Smith Tom Smith Secondary PERSONA TIER Accountability Partner Friend of Porn Addict ROLE RELATIONSHIP
- 20. The End