B.J. Fogg


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B.J. Fogg is the founder and director of the Behavior Design Lab at Stanford. In addition to his research, Fogg teaches Boot Camps in Behavior Design for industry innovators and also leads the Tiny Habits Academy helping people around the world. One of Fortune’s “10 New Gurus You Should Know,” he lives in Northern California and Maui.

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Average rating: 4.1 · 2,456 ratings · 390 reviews · 11 distinct worksSimilar authors
Tiny Habits: The Small Chan...

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4.14 avg rating — 2,168 ratings — published 2019 — 13 editions
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Persuasive Technology: Usin...

3.82 avg rating — 251 ratings — published 2002 — 6 editions
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Mobile Persuasion: 20 Persp...

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3.62 avg rating — 29 ratings
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Texting 4 Health: A Simple,...

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2.80 avg rating — 5 ratings — published 2009
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Micro-hábitos

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Focus Mapping Kit: Start Yo...

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Focus Mapping Kit: Increase...

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Expert Guide: The Elements ...

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Facebook For Parents: Answe...

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3.33 avg rating — 3 ratings — published 2010
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PsychoTech - Il punto di no...

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0.00 avg rating — 0 ratings — published 2011
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“So many frustrating family dynamics and workplace dramas erupt because of the misplaced belief that manipulation motivation is the key to changing behavior. But now you know that simplicity is what reliably changes behavior.”
B.J. Fogg, Tiny Habits: The Small Changes That Change Everything

“Let’s say that you have committed to running every day for two weeks, and at the end of those two weeks, you “reward” yourself with a massage. I would say, “Good for you!” because we all could benefit from more massages. But I would also say that your massage wasn’t a reward. It was an incentive. The definition of a reward in behavior science is an experience directly tied to a behavior that makes that behavior more likely to happen again. The timing of the reward matters. Scientists learned decades ago that rewards need to happen either during the behavior or milli-seconds afterward. Dopamine is released and processed by the brain very quickly. That means you’ve got to cue up those good feelings fast to form a habit. Incentives like a sales bonus or a monthly massage can motivate you, but they don’t rewire your brain. Incentives are way too far in the future to give you that all-important shot of dopamine that encodes the new habit. Doing three squats in the morning and rewarding yourself with a movie that evening won’t work. The squats and the good feelings you get from the movie are too far apart for dopamine to build a bridge between the two. The neurochemical reaction that you are trying to hack is not only time dependent, it’s also highly individualized. What causes one person to feel good may not work for everyone. Your boss may love the smell of coffee. When she enters a coffee shop and inhales, she feels good. And her immediate feeling builds her habit of visiting the coffee shop. But your coworker might not like the way coffee smells. His brain won’t react in the same way. A real reward — something that will actually create a habit — is a much narrower target to hit than most people think. I”
B.J. Fogg, Tiny Habits: The Small Changes That Change Everything

“information alone does not reliably change behavior. This is a common mistake people make, even well-meaning professionals. The assumption is this: If we give people the right information, it will change their attitudes, which in turn will change their behaviors. I call this the “Information-Action Fallacy.”
B.J. Fogg, Tiny Habits: The Small Changes That Change Everything

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