Understanding Behavior Change: B = M × A × P
Behavior = Motivation × Ability × Prompt
Adjust the parameters to see if the behavior will occur.
The desire to perform the behavior. Includes pleasure/pain, hope/fear, and social acceptance/rejection.
The ease of performing the behavior. Affected by time, money, physical effort, mental effort, routine, and social deviance.
The trigger that cues the behavior. Can be a spark, facilitator, or signal depending on the context.
Ignites motivation when ability is high but motivation is low. Uses emotion, stories, and incentives.
Makes behavior easier when motivation is high but ability is low. Provides guidance, templates, and simplification.
Simple reminder when both motivation and ability are high. Just needs timing.
Start with tiny habits that require minimal motivation and ability. Use implementation intentions as prompts.
Simplify onboarding, reduce friction, and use smart prompts at the right moment to drive user engagement.
Focus on making healthy behaviors easy rather than relying on willpower alone.
Create desire (motivation), reduce barriers (ability), and trigger action at the right moment (prompt).
Motivation is hardest to sustain. Focus on making behaviors easier and using better prompts instead.
Simplicity wins. Reducing friction is often more effective than trying to increase motivation.
Context matters. The same prompt works differently depending on motivation and ability levels.
It's multiplicative. If any element is zero, behavior won't happen regardless of other values.
Start tiny. Small wins build momentum and make difficult behaviors feel easier over time.
"Plant a tiny seed in the right spot, and it will grow without coaxing."
— BJ Fogg, Founder of Stanford Behavior Design Lab