FOGG BEHAVIOUR GRID
The Fogg Behavior Grid describes 15 ways behaviour can change. The purpose is to help people think more clearly about behaviour change.
Each of the 15 behaviours types uses different psychological strategies and persuasive techniques. For example, the methods for persuading people to buy a book online (BlueDot Behavior) are different than getting people to quit smoking forever (BlackPath Behavior).
You may click any behaviour type in the Behavior Grid below to see an overview. However, it’s recommended that you begin with The Behavior Wizard to assess the type of behaviour you are interested in.
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How motivation changes over time from BJ Fogg on Vimeo.
GREEN
Do new behaviour
BLUE
Do familiar behaviour
PURPLE
Increase behaviour intensity
GRAY
Decrease behaviour intensity
BLACK
Stop existing behaviour
DOT
One Time
GREEN DOT
Do a new behaviour one time
BLUE DOT
Do familiar behaviour one time
PURPLE DOT
Increase behaviour one time
GRAY DOT
Decrease behaviour one time
BLACK DOT
Stop behaviour one time
SPAN
Period of Time
GREEN SPAN
Do new behaviour for a period time
BLUE SPAN
Do familiar behaviour for a period of time
PURPLE SPAN
Increase behaviour for a period of time
GRAY SPAN
Decrease behaviour for a period of time
BLACK SPAN
Stop behaviour for a period of time
PATH
From Now On
GREEN PATH
Do new behaviour from now on
BLUE PATH
Maintain behaviour from now on
PURPLE PATH
Increase behaviour from now on
GRAY PATH
Decrease behaviour from now on
BLACK PATH
Stop behaviour from now on
