Behavior 101 HACBED conference

June 29, 2012

Nir Eyal NirAndFar.com @nireyal

when doing < thinking = action

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Fogg Behavior Model B = m.a.t.

motivation triggers

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ability

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Motivators for Behavior

Sensation Anticipation Social Cohesion Seek: Pleasure Hope Acceptance Avoid: Pain Fear Rejection

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motivation

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Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine

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ability

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Triggers
External Alarms Advertising Calls-to-action Emails Stores What to do next is in the trigger
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Internal Emotions Routines Situations Places People What to do next is in the users head
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B=MAT in your organization

motivation = marketing

triggers = interface design

ability = product
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Behaviors over time

Increase motivation and difculty of action

Early behavior
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Habitual behavior
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