Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection.
I've changed my thinking on this a bit since publishing Hooked. While Fogg's six factors are helpful in product design, if we go a little deeper, all six elements can be boiled down to the desire to escape discomfort. Even action in the pursuit of pleasurable sensations is spurred by the desire to restore psychological homeostasis. I discuss this with much more depth in my next book, Indistractable: How to Control Your Attention and Choose Your Life.
I kept this in the updated edition of Hooked because we need this level of granularity to build better products and services. However, when it comes to personal behavior change, I think it is more useful to go a layer up in abstraction.
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