Psychological Drivers and Motivators

The Fogg’s Behaviour Model is predominantly about the psychological drivers and motivators that enable users to interact with the product/service. It is a model that, if used correctly, can drive users’ behaviour change. The model goes on to explain that in order for a behaviour to be changed, three elements must converge: motivation, ability, and prompt - as demonstrated in the diagram below:

In addition to the three elements mentioned in the diagram above, the Fogg’s Behaviour Model talks about simplicity being one of the key elements that would drive users’ actions. The six elements of simplicity include:

1. Time → time it takes to complete the action

2. Money → how much it costs to complete the action

3. Physical Labour → amount of effort it takes to complete the action

4. Brain Cycle → level of mental effort and focus to complete the action

5. Social Deviance → how acceptable the behaviour is to others

6. Non routine → how much the action matches or disrupts existing routines

Now that you have a basic understanding of The Hooked Model and Fogg’s Behaviour Model, in the next blog post, I will provide two practical examples to demonstrate what it looks like when these strategies are implemented in our everyday lives.