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BJ Fogg

Founder & Director of the Stanford Behavior Design Lab; Behavioral Psychologist and Author

Founder & Director of the Stanford Behavior Design Lab; Behavioral Psychologist and Author

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Stanford, CA, USA
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BJ Fogg Biography

Brian J. "B.J." Fogg is a behavioral psychologist and author. He is the founder and director of the Stanford Behavior Design Lab, formerly called the Stanford Persuasive Technology Lab.

Fogg was the first scientist to articulate the concept of "captology," or the study of how computers can persuade people. His 2003 book, "Persuasive Technology" lays the foundation for captology. In 2005, he renamed the concept to "Behavior Design," which comprises a set of models for understanding how human behavior works, as well as a set of methods he has created to help innovators create successful products.

As a doctoral student at Stanford University, Fogg used methods from experimental psychology to demonstrate that computers can change people's thoughts and behaviors in predictable ways.

In 1998, Fogg founded the Stanford Persuasive Technology Lab, now called the Stanford Behavior Design Lab. He directed the Stanford Web Credibility Project, which published "How Do People Evaluate a Web Site's Credibility?" in 2002. The lab received a grant from the National Science Foundation in 2005 to support experimental work investigating how mobile phones can motivate and persuade people, an area the lab calls "mobile persuasion."

In 2009, Fogg published the Fogg Behavior Model (FBM), a model for analyzing and designing human behavior. 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.

In December 2011, Fogg created a new way to develop permanent habits from baby steps, which he calls "Tiny Habits." In 2019, he released a book by the same name which outlines the method.

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Speaker profile last updated by AAE Talent Team on 06/22/2024.

BJ Fogg Videos

  • BJ Fogg - Why Tiny Habits Give Big Results | Interactive 2013 | SXSW
    From Fogg's research and hands-on practice, he shares key insights and surprises about how behavior works.
  • BJ Fogg: Individuals Must Change Habits for Better Health
    BJ Fogg, Director of the Stanford Persuasive Technology Lab, was the first of three speakers on the subject of changing behaviors and changing...
  • Tiny surprises for happiness and health | BJ Fogg, PhD | TEDxMaui ...
    Behavior scientist and expert on habit formation BJ Fogg shares "The Maui Habit", the one "tiny habit" he says is the most powerful and most...

BJ Fogg Books

  • Tiny Habits: Why Starting Small Makes Lasting Change Easy
    Tiny Habits: Why Starting Small Makes Lasting Change Easy
  • Tiny Habits: The Small Changes That Change Everything
    Tiny Habits: The Small Changes That Change Everything

FAQs on booking BJ Fogg

  • How do I book BJ Fogg to speak at my event?

    Our experienced booking agents have successfully helped clients around the world secure speakers like BJ Fogg for speaking engagements, personal appearances, product endorsements, or corporate entertainment since 2002. Click the Check Availability button above and complete the form on this page to check availability for BJ Fogg, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get speaking fee information and check availability for BJ Fogg or any other speaker of your choice.
  • What are the speaker fees for BJ Fogg

    Speaking fees for BJ Fogg, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. The estimated fees to book BJ Fogg are for live events and for virtual events. For the most current speaking fee to hire BJ Fogg, click the Check Availability button above and complete the form on this page, or call our office at 1.800.698.2536 to speak directly with an experienced booking agent.
  • What topics does BJ Fogg speak about?

    BJ Fogg is a keynote speaker and industry expert whose speaking topics include Authors, Computer Science, Entertainment, Innovation, Lifestyle, Literary, Personal Growth, Psychology, Science, Social Media, Technology, Virtual.
  • Where does BJ Fogg travel from?

    BJ Fogg generally travels from Stanford, CA, USA, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.
  • Who is BJ Fogg’s agent?

    AAE Speakers Bureau has successfully booked keynote speakers like BJ Fogg for clients worldwide since 2002. As a full-service speaker booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Please click the Check Availability button above and complete the form on this page including the details of your event, or call our office at 1.800.698.2536, and one of our agents will assist you to book BJ Fogg for your next private or corporate function.
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    AAE Speakers Bureau is a full-service speaker booking agency, meaning we can completely manage the speaker’s or celebrity’s engagement with your organization from the time of booking your speaker through the event’s completion. We provide all of the services you need to host BJ Fogg or any other speaker of your choice, including offer negotiation, contractual assistance, accounting and billing, and event speaker travel and logistics services. When you book a speaker with us, we manage the process of hosting a speaker for you as an extension of your team. Our goal is to give our clients peace of mind and a best-in-class service experience when booking a speaker with us.
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BJ Fogg is a keynote speaker and industry expert who speaks on a wide range of topics . The estimated speaking fee range to book BJ Fogg for your event is $50,000 - $100,000. BJ Fogg generally travels from Stanford, CA, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are James Clear, Susan David, Robert Cialdini, Shawn Achor and Avi Rubin. Contact All American Speakers for ratings, reviews, videos and information on scheduling BJ Fogg for an upcoming live or virtual event.

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