In less than a few minutes, get an overview of your communication plan’s optimal makeup from a behavioral science perspective.
Ideal, weighted mix of behavior-driving components for your program.
Adapted from the B.J. Fogg behavior model, using our own interpretations, valuations, and algorithms based on available research and experience.
The Fogg behavior model is the leading standard today among behavioral scientists.
Created by Stanford University’s B.J. Fogg, it says that behavior happens when three things are present at once:
B (behavior) =
M (motivation) + A (ability) + T (triggers)
Motivation – there are 3 main motivators,
each with 2 respective dimensions:
- Sensation – pleasure/pain
- Anticipation – hope/fear
- Belonging – acceptance/rejection
Ability – your customer is able to do the behavior you are targeting. The simpler and easier a behavior is to do, the more likely it is that people will do it.
Triggers – are the sparks, the catalysts that tell your customer, “Do it now!” A text reminder, email, even a ring or message tone have the ability to draw your customers in to take the action you are targeting.
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Identify the primary behavior or action you wish to drive. To help you, we have included some common target behaviors/behavior areas in the pull-down menus for each target audience.
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Nearly all behaviors that marketers are trying to drive fall into one of five types.
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This is a quick snapshot of the ideal composition of components to meet the challenge of your customer behavior goals. In addition, you also have an overview of your ideal program components composition.