Dr.

BJ Fogg’s Behavior Grid

a handy guide to 15 ways behavior can change

Green Blue Purple Gray Black

Behavior Behavior Behavior Behavior Behavior
Do NEW behavior, Do FAMILIAR INCREASE behavior DECREASE behavior STOP doing
one that is unfamiliar behavior intensity or duration intensity or duration a behavior

NEW FAMILIAR INCREASE DECREASE STOP

-
ONE-TIME

GREEN DOT BLUE DOT PURPLE DOT GREY DOT BLACK DOT
Dot Do NEW Do FAMILIAR INCREASE DECREASE STOP
Behavior behavior behavior behavior behavior behavior
one time one time one time one time one time
is done
ONE-TIME Install solar Tell sister about Plant more trees Buy fewer cases of Turn off space
panels on house eco-friendly soap and native plants bottled water today heater for tonight

- X
DURATION

GREEN SPAN BLUE SPAN PURPLE SPAN GREY SPAN BLACK SPAN
Span Do NEW Do FAMILIAR INCREASE DECREASE STOP
Behavior behavior for
a period time
behavior for
a period of time
behavior for
a period of time
behavior for
a period of time
behavior for
a period of time
has a DURATION,
such as 40 days Try carpooling to Bike to work for Recycle more Take shorter Don’t water lawn
work for three weeks two months for one month showers this week during summer
FROM NOW ON

GREEN PATH BLUE PATH PURPLE PATH GREY PATH BLACK PATH
Path Do NEW
behavior
Do FAMILIAR
behavior
INCREASE
behavior
DECREASE
behavior
STOP
behavior
Behavior from now on from now on from now on from now on from now on
is done
Start growing Turn off lights By more Eat less meat Never
FROM NOW ON,
own vegatable when leaving room local produce from now on litter again
a lasting change

http://www.behaviorgrid.org/

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

Director, Persuasive Technology Lab (captology.stanford.edu)
Stanford University
This document
was prepared by
@BJFOGG @EricJFernandez