Behavioural Design

So today’s session we were talking about Behavioural Design.  It is the application of knowledge of Cogitative Neuroscience.

Fogg Behaviour Model

So three elements must happen at the same moment  for a behaviour to occur. The behaviour, we might want to occur would be for someone to buy a product that we advertise. We might want them to feel emotion, happy, sad, excitement.

Motivation- Are people in the mood to do it? Do they have the motivation.

Ability- Can they do this? Do they have the money? Do they have the right amount of people, facilities or time?

Trigger- Do they have the push? Is there an urgency for someone to perform an action or be steered in a direction NOW?



I watched a video that talked about an example.

Mobile phone rings and you don’t answer why?

you have the ability to answer but you don’t so…..this element alone doesn’t make you answer.

Trigger- the phone calls suddenly, you are about to answer but that still doesn’t make you answer.

The third thing is Motivation which is the missing link. You don’t have the motivation whether you are

  • Too busy to answer
  • Trying to avoid a conversation
  • Not in the mood to talk

If you unable to answer i.e in the shower or didn’t hear it ring, that would mean that the ability to answer is taken.

(FOGG, BJ, 2016)


There are three types of trigger.

Facilitator, Signal, Spark.

Facilitator: Does it make something easier i.e a Dyson Vacuum is able to glide around making it easier to vacuum.

Signal- Is the signpost to talking about the trigger.

Spark- Is the urge to do something. i.e two for one Cocktails gives that spark for people to buy a cocktail.

Although it is hard to tell but in my opinion I feel that all of the triggers overlap slightly.

Two for one cocktails could also be the facilitator as it makes it easier to afford a night out.

In relation to the project I am working on now, I feel this applies as well.

To make people feel hopeful and understand the message in the video. ‘Don’t hide your true self.’

At the moment I am realising how perceptions amongst people vary.

They have the ability to understand the message as I am providing a visual for them.

Motivation- Do they have the motivation to understand it? Have I executed it well. Do I need to change some parts to it to make the message clearer?

Trigger. Does the visuals and audio work well together. Does the audio drive the visual? Is the message brought to light in the video?

I will explain this more in the next post.


ADMP,2016. Behavioual Design. Powerpoint Presentation, NTU, Nottingham.[Accessed 25/10/2016].

FOGG, BJ, 2016. Physiology of Persuasion(online). Available at: (Accessed 25/10/2016)


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