B. J. Fogg

From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
BJ Fogg
2017 portrait BJ Fogg
Alma materStanford University
Known forTiny Habits method, captology, behavior design
Scientific career
FieldsBehavior scientist, behavior design captology
InstitutionsStanford University
ThesisCharismatic computers (1997)
Academic advisorsClifford Nass, Philip Zimbardo, Terry Winograd, Byron Reeves
Notable studentsMike Krieger Tristan Harris

B.J. Fogg is a behavior scientist and author. He is the founder and director of the Stanford Behavior Design Lab.

Fogg was the first scientist to articulate the concept of "captology", or the study of how computers can persuade people. He started this research in 1993 and continued to spotlight the potentials and pitfalls of persuasive technology. In 2010, his research shifted away from persuasive technology into a more general study of human behavior, an approach he named "Behavior Design" (which is not the same thing as captology). Behavior Design 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.

Research and teaching[edit]

As a doctoral student at Stanford University (1993-1997), 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. 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 2003 Fogg published the book Persuasive Technology: Using Computers to Change What We Think and Do. This book lays the foundation for captology.

In 2007, Fogg created a Stanford course about Facebook Apps. Using what Fogg calls "Mass Interpersonal Persuasion," his students engaged over 16 million people in 10 weeks with projects done for the class.

Fogg has created a new model of human behavior change. In 2011, the World Economic Forum's Wellness Workplace Alliance selected the Fogg Behavior Model as their framework for health behavior change. However, the model has been criticized as inadequate for behavior change in gamification.[citation needed] In December 2011, Fogg created a new way to develop permanent habits from baby steps.[1]

He is also the founder and director of Stanford's periodic Mobile Health conference.

Personal life[edit]

Growing up in Fresno, California, BJ Fogg went to a school surrounded by fig orchards. Fogg is the brother of Linda Fogg Phillips, an author and speaker on the issues of social media and parenting.[2]

He has a master’s degree in the humanities and comes from a Mormon family.[3]


  • Persuasive Technology (2003)
  • Mobile Persuasion (with Dean Eckles; 2008)
  • Texting 4 Health (with Richard Adler; 2009)
  • Facebook For Parents (with Linda Fogg Phillips; 2010)

See also[edit]


  1. ^ "Tiny Habits w/ Dr. Fogg - Behavioral Change". Retrieved 2015-01-13.
  2. ^ Williams, Linda Fogg. "Facebook: A Blessing and a Curse" Archived 2011-07-23 at the Wayback Machine.. From the blog Effective Family Communication, date unknown.
  3. ^ Leslie, Ian. "The scientists who make apps addictive". 1843 (October/November 2016). Economist Group. Retrieved 21 October 2016.

External links[edit]