Fogg Behavior Model (B=MAP)
Behaviour happens when motivation, ability and a prompt line up in the same moment; when a behaviour does not happen, one of the three is missing, and ability is the cheapest to fix.
An everyday example
A 'Buy now' button placed where the desire peaks and the steps are minimal converts far more than a motivational appeal placed where the action is hard.
What it can cost you
Being prompted at your motivational peak with all friction removed, so the action happens before evaluation — and, in your own habits, trying to fix ability problems with more motivation.
Warning signs
- It was easier to do it than to think about it.
- The prompt came exactly when I wanted it most.
One thing to do
For decisions you are targeted with, add back one step of friction before the prompt can complete; for your own habits, make the behaviour smaller and the prompt reliable.
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