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BJ Fogg

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

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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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  • HOW TO BOOK BJ Fogg?

    Our booking agents have successfully helped clients around the world secure talent like BJ Fogg for both live and virtual events for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers for speaking engagements, personal appearances, product endorsements, or corporate entertainment. Fill out a booking request form 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 pricing information and check availability for BJ Fogg or any other celebrity of your choice.
  • HOW MUCH DOES IT COST TO BOOK BJ Fogg?

    Booking fees for BJ Fogg, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies between live and virtual events. Other factors that can affect speaker fees include the talent's schedule, market conditions, length of presentation, and the location of the event. The live and virtual event speaking fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire BJ Fogg, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • WHO IS THE AGENT FOR BJ Fogg?

    All American Entertainment has successfully secured celebrity talent like BJ Fogg for clients worldwide for more than 15 years. As a full-service talent 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. Fill out the booking request form 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.
  • WHAT IS A FULL-SERVICE TALENT BOOKING AGENCY?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent BJ Fogg or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for BJ Fogg or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.
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BJ Fogg

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

Travels From:
Stanford, CA, USA
Speaking Fee:
Live Event: $50,000 - $100,000  
Virtual Event: $30,000 - $50,000

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

  • 15 ways behavior can change - BJ Fogg, Ph.D.
  • 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...

Speaker Lists Featuring BJ Fogg

FAQs on booking BJ Fogg

  • How to book BJ Fogg?

    Our booking agents have successfully helped clients around the world secure talent like BJ Fogg for both live and virtual events for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers for speaking engagements, personal appearances, product endorsements, or corporate entertainment. Fill out a booking request form 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 pricing information and check availability for BJ Fogg or any other celebrity of your choice.
  • How much does it cost to book BJ Fogg?

    Booking fees for BJ Fogg, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies between live and virtual events. Other factors that can affect speaker fees include the talent's schedule, market conditions, length of presentation, and the location of the event. The live and virtual event speaking fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire BJ Fogg, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • Who is the agent for BJ Fogg?

    All American Entertainment has successfully secured celebrity talent like BJ Fogg for clients worldwide for more than 15 years. As a full-service talent 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. Fill out the booking request form 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.
  • What is a full-service talent booking agency?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent BJ Fogg or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for BJ Fogg or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.

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, Shawn Achor, Eduardo Briceño, Josh Linkner and Seth Godin. Contact All American Speakers for ratings, reviews, videos and information on scheduling BJ Fogg for an upcoming live or virtual event.

BJ Fogg Speaker Videos

  • 15 ways behavior can change - BJ Fogg, Ph.D.
    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 policies at the 2011 Stanford GSB Healthcare Summit.
    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 effective to come from his work at Stanford’s Persuasive...
  • Forget big change, start with a tiny habit: BJ Fogg at TEDxFremont ...
    BJ Fogg shows us that the key to lasting change does not lie in planning big, monumental changes, but in thinking really, really small.

BJ Fogg News

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Speakers Similar to BJ Fogg

This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent, and wish to request removal from this catalog or report an issue with your profile, please click here.

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