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Behavior Grid June 20, 2011

Posted by reto wettach in gamification, service design, social computing, theory.
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B.J. Fogg, the Director of the Persuasive Tech Lab at Stanford University, published the “behavior grid“, which categorized 15 forms of behavior change:


(image source)

Now we can talk more clearly about behavior changes (e.g. “BlueDot Behavior” vs. “BlackPath Behavior”). I think this is really helpful.

Fogg is also offering strategies for each use case. However, the free online version does not really offer mind-blowing “guides”. For example in the GrayPathBehavior they suggest:

“A. Remove the trigger that leads to the undesirable behavior
B. Reduce ability to perform the behavior (make it harder to do)
C. Replace motivation for doing the behavior with de-motivators:  pain, fear, or social rejection”

Similar to this, in the BlackPathBehavior they also suggest “Remove the triggerReduce the Motivation and Reduce the Ability”…

Even though I appreciate the model of trigger, ability and motivation, I think it is hard to define really differentiating strategies for all use cases.

One of my MA-students, David Ikuye, pointed this work out to me. Thanks!

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