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Behavior Grid June 20, 2011

Posted by reto wettach in gamification, service design, social computing, theory.

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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