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BJ Fogg's Behavior Model for Persuasive Design

A persuasive corporate video is a video that inspires a prospect or client to act in a way that benefits the video owners. Whether through buying the product presented in the video, feeling positive about the company presented in the video, or sharing the video with others, the persuasive video succeeds in accomplishing pre-determined goals. To create a persuasive video, it is important to have an understanding of human behavoir.

BJ Fogg's A Behavior Model for Persuasive Design provides a new approach for understanding human behavior. The Fogg Behavior Model revolves around three factors: motivation, sufficient ability, and triggers.

Fogg suggests that for a pre-determined behavior to happen, all three factors have to be working in congruence. So, for a person to act in a specific way, such as buy a product or register for a site, the person must be motivated to act. Examples of factors that influence motivation include pleasure, hope, or social acceptance. In addition to motivation, the person must have the ability to act, or as Fogg further explains, it must be simple for the user to act. One provided example of simplicity is the element of time. If a form has 100 fields, and a user does not have a lot of time, then they will not act.

The final factor is the trigger. Triggers are prompts or calls-to-action. "When we use interactive technology, we can receive a trigger and perform the target behavior immediately. With traditional media like TV or newspapers, immediate response wasn't usually possible (7)."

Interactive video applies Fogg's Behavior Model to increase conversion and sales rates. Video, a medium that is capable of appealing to emotions in a short amount of time, reminds people of their motivations. Additionally, through its ability to appeal to visual and audio learners in a short amount of time, video often simplifies learning processes. Adding interactivity to video, in the form of triggers, or call-to-action buttons, creates a digital environment highly conducive to persuading users to act on a targeted behavior, such as buying or filling out a form.

To learn more about the Fogg Behavior Model, visit www.behaviormodel.org.
To learn more about leveraging interactivity and video, read The Interactive Video Wave: Examples and Expert Tips for Using Interactive Video.

Fogg, B.J. "A Behavior Model for Persuasive Design." Stanford University Persuasive Technology Lab. (2009). Web. 1. March. 2010.
URL: http://www.bjfogg.com/fbm.html

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