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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.

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...

FAQs on booking BJ Fogg

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  • 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, Lifestyle, Personal Growth, Science and Technology, Social Media, Technology Speakers, Virtual Speakers.
  • 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.
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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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