Offline by Imran Rashid & Soren Kenner

Author:Imran Rashid & Soren Kenner
Language: eng
Format: epub
ISBN: 9780857087928
Publisher: Wiley
Published: 2019-01-14T00:00:00+00:00

In essence, Fogg's Behavior Model says that three conditions are necessary to persuade you to take an action, such as making a purchase or clicking the “like” button:

You must want to do it.

You must be able to do it.

You must be triggered to do it.

Fogg showed that triggers only work when people are already highly motivated (“I really need a new sweater!”) and when following through is easy (like the one-click checkout on Amazon). If the task is hard, you get frustrated and give up. Without sufficient motivation or ability, there's not enough force to carry you through the task if you meet resistance. And finally, there must be a stimulus.

Fogg had unintentionally found a surefire formula for keeping a user's eye on the ball: Offer them something they want, make it easy for them to get or use it, and continuously create triggers that keep them engaged.

The Fogg Behavior Model shows that three elements must converge at a given moment for a behavior to occur: Motivation, Ability, and Trigger. When a behavior does not occur, at least one of those three elements is missing.2

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