B. J. Fogg | |
---|---|
Born | Brian Jeffrey Fogg August 7, 1963 Dallas, Texas, U.S. |
Alma mater | |
Known for | Captology (Persuasive Technology), Behavior Design |
Scientific career | |
Fields | Captology |
Institutions | Stanford University |
Thesis | Charismatic computers (1997) |
Website | http://www.bjfogg.com/ |
Brian Jeffrey Fogg (born August 7, 1963) is an American social scientist and author who is a research associate [1] and adjunct professor [2] at Stanford University. He is the founder and director of the Stanford Behavior Design Lab, formerly known as the Persuasive Technology Lab. [3] [4]
Fogg was born in 1963 in Dallas. [5] He later grew up in Fresno, California, where he was raised in a Mormon family with six siblings. At the age of eighteen, Fogg went to Peru for a two-year mission. [6] [7] Fogg has a Bachelor of Arts [8] and Master of Arts in English from Brigham Young University. [9] He earned a second Masters [10] and a PhD in Communications from Stanford, [11] where he served as a teaching assistant to Philip Zimbardo. [12]
From 1992 to 1993, Fogg was "one of the founders of the Student Review, Brigham Young University's independent student newspaper" and "taught English and design at BYU." [13] While at BYU, Fogg published eight short stories and poems in Dialogue: A Journal of Mormon Thought; [14] [15] [16] Sunstone, "a quarterly journal of Mormon experience, scholarship, issues, and art"; [17] [18] and other Mormon-affiliated publications. [19] His Masters thesis, "Terms of Address Among Latter-Day Saints" [20] and "Names Mormons Use for Jesus: Contexts and Trends" [21] were both published by the Deseret Language and Linguistics Society Symposium in February 1990 and March 1991, respectively.
In 1998, Fogg published a peer-reviewed paper, Persuasive Computers: Perspectives and Research Directions, which included a section that "proposes ethical responsibilities for designers of persuasive computers and captology researchers, and discusses the importance of educating about persuasion." [22]
In 1999, he was the guest editor for an issue of ACM focusing on persuasive technologies. [23]
In 2003, Fogg published the book, Persuasive Technology: Using Computers to Change What We Think and Do. This book provided a foundation for captology, the study of Computers As Persuasive Technologies. In it, he discusses the implications of macrosuasion and microsuasion—terms he uses to define and describe the persuasive intent of a product, providing examples across the web, in video games, and other software products. [24]
In 2006, Fogg and some of his students created a video for consideration by the FTC about persuasive technology. [25]
In 2007, Fogg co-taught a Stanford course about Facebook Apps with Dave McClure, [26] where students used persuasive design to create Facebook apps that amassed millions of users during the 10-week course. [27] The New York Times quoted Fogg as referring to it as "a period of time when you could walk in and collect gold." [28]
In 2009, Fogg's interests gradually shifted from persuasive technology to general human behavior. [29] [ non-primary source needed ] He published the Fogg Behavior Model (FBM), a model for analyzing and designing human behavior. [30] The FBM describes three conditions needed for a behavior to occur: (1) motivation (2) ability and (3) a prompt. Motivation can be influenced by factors like pleasure/pain, hope/fear, and social acceptance/rejection. Ability can be impacted by time, money, physical effort, brain cycles, social deviance, and non-routine. Prompts are also referred to as triggers. [31]
In December 2011, Fogg developed a method to develop habits from baby steps, which he calls "Tiny Habits". [32] He gave two TEDx talks on this and related topics. [33] [34]
He was the founder and director of Stanford's Mobile Health conference (2008–2012). [35]
In 2020, Fogg published the book, Tiny Habits: The Small Changes That Change Everything, which describes in detail the "Tiny Habits" method of starting small when building sustainable habits to support a happier and healthier life. [36] This book was on TheNew York Times Best Sellers List—under Advice, How-To & Miscellaneous—for three weeks. [37]
Fogg lives in Healdsburg, California [38] [ non-primary source needed ] and Maui. [39]
Brigham Young University is a private research university in Provo, Utah. It was founded in 1875 by religious leader Brigham Young and is sponsored by the Church of Jesus Christ of Latter-day Saints.
Persuasive technology is broadly defined as technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not necessarily through coercion. Such technologies are regularly used in sales, diplomacy, politics, religion, military training, public health, and management, and may potentially be used in any area of human-human or human-computer interaction. Most self-identified persuasive technology research focuses on interactive, computational technologies, including desktop computers, Internet services, video games, and mobile devices, but this incorporates and builds on the results, theories, and methods of experimental psychology, rhetoric, and human-computer interaction. The design of persuasive technologies can be seen as a particular case of design with intent.
The Stanford Behavior Design Lab is a research organization advancing behavior change methods and models based at Stanford University. Founded in 1998 and directed by B. J. Fogg, the Behavior Design Lab is an interdisciplinary team of Stanford students, recent graduates, and quantitative researchers who study factors that impact human behavior, conduct IRB research, share insights, and create practical solutions that make people happier and healthier. The team is the global authority in a new and systematic way to design for behavior change, an approach called “Behavior Design”. The Lab manager is Tanna Drapkin
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Captology is the study of computers as persuasive technologies. This area of inquiry explores the overlapping space between persuasion in general and computing technology. This includes the design, research, and program analysis of interactive computing products created for the purpose of changing people's attitudes or behaviors.
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