Dr. BJ Fogg founded the Persuasive Tech Lab at Stanford University, where he directs research and design. In addition, he devotes at least half his time to industry projects and innovations, all of which focus on using technology to change behaviors in positive ways. BJ is the author of *Persuasive Technology: Using Computers to Change What We Think and Do. *He is the co-editor of *Mobile Persuasion: 20 Perspectives on the Future of Behavior Change. *To see more of BJ's work, go to BJFogg.org

My Behavior Model highlights three Core Motivators: Sensation, Anticipation, and Belonging. Each of these has two sides: pleasure/pain, hope/fear, acceptance/rejection. The Core Motivators apply to everyone; they are central to the human experience.To illustrate my concept of Motivation, I took the photographs below in Oslo’s Vigeland Sculpture Park.

Sensation is a Core Motivator

高兴
痛苦

Anticipation is a Core Motivator

希望
害怕

Belonging is a Core Motivator

社会拒绝
社会认可

In 2012 I gave a keynote at at health conference in which I shared my concept of “Motivation Wave.” One key idea is that when motivation is high, you can get people to do hard things. But once it drops (the wave subsides, then people will only do easy things).My model shows that Ability and Motivation have a trade-off relationship when it comes to performing behaviors. That’s what the curved line on my Behavior Model represents.