Dr. BJ Fogg's Behavior Grid

Dr. BJ Fogg’s Behavior Grid a handy guide to 15 ways behavior can change

Green

Blue

Purple

Gray

Black

Do NEW behavior, one that is unfamiliar

Do FAMILIAR behavior

INCREASE behavior intensity or duration

DECREASE behavior intensity or duration

STOP doing a behavior

Behavior

Behavior is done ONE-TIME

Span

Behavior has a DURATION, such as 40 days

Path

Behavior is done FROM NOW ON, a lasting change

FROM NOW ON

Dot

DURATION

ONE-TIME

NEW

Behavior

Behavior

Behavior

FAMILIAR INCREASE DECREASE

-

Behavior

STOP

GREEN DOT

BLUE DOT

PURPLE DOT

GREY DOT

BLACK DOT

Do NEW behavior one time

Do FAMILIAR behavior one time

INCREASE behavior one time

DECREASE behavior one time

STOP behavior one time

Install solar panels on house

Tell sister about eco-friendly soap

Plant more trees and native plants

Buy fewer cases of bottled water today

Turn off space heater for tonight

-

X

GREEN SPAN

BLUE SPAN

PURPLE SPAN

GREY SPAN

BLACK SPAN

Do NEW behavior for a period time

Do FAMILIAR behavior for a period of time

INCREASE behavior for a period of time

DECREASE behavior for a period of time

STOP behavior for a period of time

Try carpooling to work for three weeks

Bike to work for two months

Recycle more for one month

Take shorter showers this week

Don’t water lawn during summer

GREEN PATH

BLUE PATH

PURPLE PATH

GREY PATH

BLACK PATH

Do NEW behavior from now on

Do FAMILIAR behavior from now on

INCREASE behavior from now on

DECREASE behavior from now on

STOP behavior from now on

Start growing own vegatable

Turn off lights when leaving room

By more local produce

Eat less meat from now on

Never litter again

http://www.behaviorgrid.org/

Dr. BJ Fogg - [email protected] (www.bjfogg.com) Director, Persuasive Technology Lab (captology.stanford.edu) Stanford University @BJFOGG

This document was prepared by @EricJFernandez