The Seventh Kingdom: Is Technology Addiction Real Jan. 2015 | Page 47

B.J. FOGG
Another model theory is the Fogg Behaviour Model, theorised by B.J. Fogg. The model argues
that design is broken down into 3 main behaviours; triggers, ability, and motivation.
For example, a trigger would be a mobile phone ringing. Ability ensures that the use is able to
reach their ringing phone without any obstacles. Finally, motivation could concern the person
who the phone call is from. The user may not necessarily want to answer the call and therefore
have no motivation to do so. Go od design allows triggers to be placed in the pathway of people
as this allows motivation for people to activate the trigger with ease assuming they have the
ability to do so (Fogg, 2012)

THEORY

fig 40.1
32