What Causes Behavior Change?
The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt. When a behavior does not occur, at least one of those three elements is missing.
The Fogg Model was developed by BJ Fogg, a teacher/researcher at Stanford University. Dr. BJ Fogg founded the Behavior Design Lab at Stanford University, where he directs research and innovation. In addition, he teaches industry innovators how to use his models and methods in Behavior Design. The purpose of his research and teaching is to to help millions of people improve their lives.
Three Critical pillars of Customer Behavior Change:
- Triggers – The cue, prompt, or call to action to change
- Motivation – The reason why someone wants to drive change
- Ability – A person must have the ability to conduct the change
Applying Fogg Behavior Model to drive the Customer Behavior Change so your store customers remember to bring their Tote Bag
If we take a step back and look at the overall approach of driving change, BJ Fogg’s model gives us a few approaches:
- Triggers / Channels – Clearly communicate to your customers to bring their Tote Bags. Often stores never ask their customers to do so. There is no communication from the stores on their store flyers, emails or in-store display
- Motivation / Why – Provide your customers the benefits of carrying Tote Bags – It Could be Cutting Plastic Use, saving on the cost of Plastic bags, or something else
- Ability / Form difficulty – Lets recognize it that carrying a tote bag is easy to forget. Once we recognise it we can then easily set our focus on finding out the creative ways to make it easier for the customers to carry their tote bags. It could be tote bags that are easy and very comfortable to carry, and bags that are stylish. When we love something we seldom forget to carry it. Often the stores have focused on making the bags cheaper so more and more customers can have the ability to carry them. From our experience at Bombay Bags we think price is only the third or forth important factor.
We wrote another blog piece: Why Grocery Customers forget their Tote Bags
“Marketing is quite simply driving behavioral change” If you want to read more on Behaviour change please read here http://www.behaviormodel.org/