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Purple Path
Behavior
Guide version 0.50
December 2010
Stanford Persuasive Tech Lab
captology.stanford.edu
For more information, see www.BehaviorWizard.org
The Purple Path Behavior Guide is made possible in part by a gift from Humana,
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StanfordResourceGuidesforBehaviorChangeOurStanfordteamhascreatedasetofResourcesGuidestohelppeopleworkingonbehaviorchange
projects.Ourgoalistomakeiteasierforyouto:
1. Learnaboutaspecifictypeofbehaviorchange2. Createsolutionsforachievingthatbehavior
Inthepast,designingforbehaviorchangewasamessyprocess.Mostdesignersandresearchersguessedat
solutions.And,frankly,mostattemptsfailed.Today,ratherthanguessingatsolutions,peoplewhouseour
ResourceGuideswillhaveclearguidance.
OurStanfordteamwillcontinuetoimproveeachofthe15ResourceGuides.Wewelcomeyourinput.
BJFogg,Ph.D.
Director,PersuasiveTechLab@[email protected]
Youcankeepcurrentwithourworkinthreeways:
1.JoinourPageonFacebook:facebook.com/captology
2.FollowusonTwitter:@captology
3.SubscribeonYouTube:youtube.com/captology
TheBehaviorWizardTeam
OurStanfordteamcreatedtheBehaviorWizardandtherelatedmaterials.Withouttheexpertiseofeach
teammember,theResourceGuideinyourhandstodaywouldnotexist.
BJFogg([email protected]),ProjectDirector
JasonHreha([email protected]),ProjectLead
RobinKrieglstein ([email protected]),WebDeveloper
KaraChanasyk([email protected]),UXDesignerGajuKrishna([email protected]),ResearchSpecialist
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IntroductiontotheFoggBehaviorGrid
APurplePathBehaviorisoneof15typesofbehaviorasdefinedbyBJFogg.Theseareoutlinedinwhatwe
calltheBehaviorGrid. (Formoreinformation,seewww.BehaviorGrid.org.)
Eachofthe15behaviortypesrequiresdifferentpsychologystrategiesandpersuasivetechniques.For
example,themethodsforpersuadingpeopletobuyabookonline(BlueDotBehavior)aredifferentthan
thoseforgettingpeopletoquitsmokingforever(BlackPathBehavior).
Tosucceedindesigningabehaviorchangeintervention,youneedtounderstandthe typeofbehavioryou
seek.AndthatsthepointofourBehaviorGrid.
Forexample,sometargetbehaviorsareonetimeactions.Thisincludesinstallingsolarpanelsonahomeor
selectingacollege.Incontrast,sometypesofbehaviorhappeneveryday:exercising,eating,andsoon.And,
yetagain,sometypesareaboutstoppinganexistingbehavior,suchasquittingsmoking.
TheoverallBehaviorGridlookslikethis:
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IntheBehaviorGrid,therowsrefertodifferentbehaviordurations:Dot,Span,andPath.Thedurationsof
behaviorsexpandasonemovesdownthegrid.Thecolumnsrefertobehaviorfamiliarityorchange.Thefirst
twocolumnsdealwithnew(Green)andfamiliar(Blue)behaviors.Thenextcolumnsalsodealwithfamiliar
behaviors;however,thesebehaviorsarechanging.PurpleBehaviorsareincreasinginintensityorduration.
GrayBehaviorsaredecreasinginintensityorduration.Finally,BlackBehaviorsarebeingstopped.
ForabehaviortobecalledPurpleSpan,itneedstocombinethecharacteristicsofaPurpleBehaviorand
thoseofaSpanBehavior.
Inthisguide,weteachyouhowtothinkclearlyaboutthistypeofbehavior.Inaddition,weteachyouhow
todesignthistypeofbehaviorinothersandinyourself.
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IntroductiontoPurplePathBehaviors
Ifyouwantsomeonetoincreasetheintensityorduration ofabehaviorforever,youareseekingaPurple
PathBehavior.Examplesinclude:
Health:Exercise10minutesmoreeachdayfromnowon.
Environment:Eatmorefruitsandvegetableseachdayintothefuture.
Commerce:Save10%moreofyourpaycheckeachmonthforever.
ManypeopleseekPurplePathBehaviors.Theyarealreadydoingsomethinggood,likeexercising,andthey
arereadytotakeittothenextlevel.Thisincreasedintensityordurationofafamiliarbehavior(likeexercise)
iswhatPurplePathisallabout.
ToachieveaPurplePathBehavior,youmustalteratleastoneelementfromthe FoggBehaviorModel:
Increasethenumber,oreffectiveness,of triggersleadingtothedesiredbehavior. Enhanceabilitytoperformthebehavior(makeiteasiertodo). Amplifymotivationfordoingthebehavior.
ExamplesofPurplePathBehaviors
Health
Increasetheconsumptionofvegetablesinthecorporatecafeteria. Increasefoottrafficonthestairwellsbetweenfloors. Drinkmorewaterfromnowon. Increasesleepdurationandquality.
Commerce
BuymorebooksfromAmazon.com. BuyonlyApplecomputersfromnowon. Spendmoretimeshoppingonline.
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Environment
Alwaysusepublictransportation. Buymorebiodegradableforksandplatesfortheoffice.
Recyclemoreofyourplasticbottles.
Productivity
Increasenumberofuninterruptedworkperiods. Takebetternotesinclassfromnowon. Increaseproductivityofmeetings.
OverviewofPurpleBehaviors
InourStanfordwork,whenwetalkaboutaPurpleBehavior,werereferringtoafamiliaractionthatgets
increasedorintensified.Thesetypesofbehaviorgoalsarecommon.Intodaysworld,peopleoftenseek
PurpleBehaviorsforthemselves.Wewanttosavemoremoney,wewanttoexerciseharder,andwewantto
recyclemoreoften.
Anditsnotjustindividualsseekingtointensifybehaviors.Inmanycases,companiesseekPurpleBehaviors
fortheircustomers:buymore,watchmore,eatmore,andsoon.AllofthesearePurpleBehaviors.Note
howeachexamplereflectsanincreaseinanexistingbehavior.
PurpleBehaviorscanbeincreasedinthreeways.Specifically,onecandoafamiliarbehavior:
Foralongertimeperiod (exercisefor45minutesinsteadof30) Withmoreintensity (spendmoreonacar) Withmoreexpertiseorprecision(sorttherecyclingmoreaccurately)
HowPurpleBehaviorsRelatetoOtherTypes
PurpleBehaviorsrelatetootherbehaviortypesintheFoggBehaviorGrid.Herewehighlightsome
similaritiesanddifferences.
IntheBlueBehaviorcolumnoftheBehaviorGrid,Bluedesignatesafamiliarbehavior.Thesearethe
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foundationofPurpleBehaviors.Peoplewillalwayshaveanexistingactionthattheyintensifytoachievea
PurpleBehavior.Forexample,ifyoudoaBlueBehaviorlikebuyingonedozenroseseachSunday,aPurple
BehaviorwouldbetobuytwodozenrosesonSunday.Buyingmoreisincreasingtheexistingbehavior.
IntheBehaviorGrid,theGrayBehaviorcolumncontainsbehaviorsthataretheoppositeofPurple
Behaviors.GrayBehaviorsareallaboutdecreasingafamiliarbehavior.Letsreturntotheroseexample.Ifyournormalaction(BlueBehavior)istobuyonedozenroseseachSunday,thenaGrayBehaviormightbeto
buyonlyoneroseonSunday.ItsadecreasethatswhatmakesitGray.
PurpleFadestoBlue
IfyoudoaPurpleBehaviorlongenough,itmaybecomethenorm.Itisnolongeranincrease.Forexample,if
youincreaseyourexercisefrom30to45minutes,thenafterawhile,45minuteswillbethetypicalbehavior
foryou.Atsomepoint,thePurpleBehaviorbecomesaBlueBehavior.TheprecisepointthatPurplefades
intoBluedoesntmatter,really.WevetalkedaboutthisatlengthinourStanfordLaband,althoughitsa
fundiscussion,itssortofuseless.Forpracticalpurposes,weveagreedthatthetransitionfromPurpleto
Bluedoesntmattermuch.
Whatmattersistheoppositedirection:Howdoyougetpeopletointensifyanexistingbehavior?Andthats
whatthisResourceGuideonPurpleBehaviorsisallabout.
OverviewofPathBehaviorsPathBehaviorsarethosethatareperformedoften,evenritually.Thisincludesactionsthatwedo
automatically.Inaddition,behaviorswedooverandoversuchasalwaysbuyingmusicfromiTunesfall
intothiscategory.Theseactionsareoftenintegraltoapersonslife.
Uptothispoint,wevecoveredwhatitmeansforabehaviortobePurple.
NowwediscusswhatitmeansforthebehaviortobeaPath.
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Inmanydomains,especiallyinhealth,interventionstoachievePathBehaviorsarethemostdesired
outcomesofbehaviorchange.Forexample,companiesthatcanmotivateemployeestoexercisefromnow
oncansavelotsofmoneyinhealthcarecosts.
ThecombinationofPathcharacteristicsandPurplecharacteristicsdefinesaPurplePathBehavior.
PurplePathBehaviorscantakemanydifferentforms.Asyoureadtheexamplesbelowfromvarious
domainshealth,commerce,environment,andproductivity lookforthesimilaritiesamongthem.This
willhelpyouidentifyPurplePathBehaviorsinyourownlife.
Health
LetssaythatSallywantstobecomeevenhealthierbyexercisingmore.Shedecidestoincreasethetimeof
herdailyjogst
hatsaPurplePathBehavior.Sallycouldalsoaddhillsintoherrun,orshecouldstarttorunwithbetterform.BothofthesearealsoPurplePathBehaviors.
Sallyintendstointensifyherrunningfortherestofherlife;itsnotamonthlongprogram.Ifitwereonlya
monthlongprogram,itwouldbeaPurpleSpan,notaPath.
Commerce
RetailersoftenseektoinducePurplePathBehaviors.ConsiderAmazon.com.Onceyoubecomeacustomer
ofAmazon,thecompanywillsendyouemails,makeyouoffers,andsetup1clickorderingallofthisinan
efforttogetyoutobuymorestuff,moreoften.ThatsPurplePathBehavior.
IfAmazonwereonlyabookofthemonthclub,sayingItstimetobuyonebook,thatwouldbeaBlue
PathBehavior,notPurple.ButnoticehowAmazontriestogetyoutobuymoreandmore.
Environment
BikingtoworkmoreoftenisaPurplePathBehavior.Forexample,ifJohncurrentlybikestoworkthreedays
eachweekandincreasesthatnumbertofourdays,hehasachievedaPurplePathBehavior.
Johnschangeisnotaboutdrivingless,whichisaGrayPathBehavior;itsabouthisbikingmore.Thesemay
betwosidesofthesamecoin,buttheyaredifferentbehaviorsfromapsychologicalstandpoint.
Productivity
AnotherexampleofPurplePathBehaviorisaJapanesepracticecalled Kaizen.Itmeanscontinuous
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improvement.Thispracticeseekstofindthesmallestpossibleactionsthatcanbedoneinthepursuitof
excellenceandimplementingthemconsistently,onestepatatime,untiltheybecomeestablishedhabits.
TheFoggBehaviorModel
TheFoggBehaviorModelshowsthatthreeelementsmustconvergeatthesamemomentforabehaviortooccur:
1. Motivation2. Ability3. Trigger
Whenabehaviordoesnotoccur,atleastoneofthesethreeelementsismissing.Triggersthatoccurwhena
personisabovetheactivationthreshold(seenbelow)arelikelytobemetwithaction.
Abehaviordesignershouldseektounderstandwhereyourtargetaudienceliesonthegraph(intermsof
motivation/ability).Triggersworkonlywhenapersonisabovetheline.Ifyouseektochangethebehaviorof
manypeople,noteveryonewillbeabovetheActivationThreshold.Maybejust10%areinthatarea.By
issuingtriggers,youcanbetterunderstandhowyouraudiencemapstothegraphandtakestepsto
maximizeresults.
(Formoreinformation,seewww.BehaviorModel.org.)
NowthatyouhaveagoodsenseofwhataPurplePathBehaviorisandwhereitlieswithintheBehaviorGrid,weregoingtocovertheFoggBehaviorModel.Thiswillgiveyouanunderstandingofwhybehavioroccurs
andhowitcanbedesigned.
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UsingtheFoggBehaviorModel(FBM)asaguide,designerscanidentifywhatstopsusersfromperforming
behaviorsthatdesignersseek.Forexample,ifpeoplearenotperformingatargetbehavior,suchasratinghotelsonatravelWebsite,theFBMhelpsdesignersseewhatislackinge.g.acleartrigger,anaspectof
ability,etc.
TheFBMalsohelpsacademicsunderstandbehaviorchangebetter.Whatwasonceafuzzymassof
psychologicaltheoriesnowbecomesorganizedandspecificandpracticalwhenviewedthroughthis
model.
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IntroductiontothePurplePathBehaviorDesignProcess
YoucanmoreeffectivelydesignforPurplePathBehaviorsusingtheFoggBehaviorModel,whichbreaks
behaviordownintothreecomponents:
Motivation Ability Trigger
InordertoinducePurplePathBehavior,itisnecessaryto increaseatleastoneoftheabovecomponents.
Inlatersections,weoutlinethisprocess.First,however,youneedtolearnhowtosequencethebehavior
designprocess.Theordermaysurpriseyou.
NowyouregoingtolearnhowtodesignPurplePathbehaviorusingtheFogg
BehaviorModelasyourguide.
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SurprisingSequence:StartwithTriggers,NotMotivation
Abehaviorchangeinterventionshouldntmanipulatetriggers,ability,andmotivationatthesametime.That
makesittoughtorecognizewhichchangeismosteffectiveanditcanresultincomplicatedbehaviorchangeinterventions.
Inouracademicandindustrywork,wevefoundaspecificsequencethatworksbest.Andourconclusion
maysurpriseyou:Whenyoudesignforpersuasion,youdontstartbymanipulatingmotivation.Thatswhat
youdolast.
Sowhatsfirst?FocusonTriggersfirst .Thisisthesimplestchange,andisoftenallthatisneeded.
Forexample,letssaythatKaraisexercisingonlythreedaysaweekbutwantstoincreaseherexercise
programsintensitybyaddingtwoworkoutsperweek.Thisincreasemayrequireonlyadailyreminder,
whichcanbedonewithasimplecalendarpopuporascheduledemailasthetrigger.
Ifachangewiththetriggerdoesntwork,abilityshouldbetacklednext.
Considerthisexampleofchangingability.
Letssaythatyouwanttoincreasetheamountyourecycle,aPurplePathBehavior,byincreasingyour
recyclingability.Thetriggerisalreadypresenttheemptybottle.However,youfindingyourselfthrowing
bottlesinthetrashbinbecausetherecyclingbinistoofaraway.Youcanincreaseyourrecyclingabilityby
movingtherecyclingbincloser.
Ifanabilitychangedoesntwork,approachmotivation.Peopledesigninginterventionsoftenstartby
focusingonmotivation,believingitisthemosteffectivewaytochangebehavior.However,motivationisthe
trickiest,mostnebulousarea.Itshardertomeasure,anditshardesttochangepredictably.
Notethatinthetwoexamplesabove,boostingmotivationwouldhavebeenalessefficientwaytosolvethe
problem.FocusingonTriggerandthenAbilitywassimplerand,inthiscase,sufficient.
Infact,whenitcomestobehaviorchangeinterventions,onewaytodistinguishanovicefromaproiswhat
firstgetsattention.Ifadesignerstartstweakingmotivationsatthestart,beforeunderstandingtriggersor
abilityfactors,weintheStanfordlabconsiderthattobeaclearsignthatthepersonisntveryexperienced
(orveryskilled).
Withtodaysemergingtechnology,triggersareperhapsthemostfascinatingofthethreeelementsinthe
FoggBehaviorModel.Inourview,thefastest,surestwaytochangebehavioristhrougheffectivetriggers.
Onereasonthattriggersaresofascinatingistheirincrediblediversity.Youneedtorememberthatatrigger
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isanythingwhichtellsthetargetaudiencetoDothisactionnow!
ThefollowingexamplesarenotPurplePathspecific.Welisttheminordertogiveyouasenseofhowmany
differenttypesoftriggersthereare,sothatyoucanrecognizethemaccuratelyinyourbehaviordesign
work.
Astickynote
Atextmessagecalltoaction
Anemail
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Anobjectplacedsomewhere
Agrumbleinonesstomach
Asyoucansee,anythingthatremindsortellsthetargetperson/audiencetoperformabehaviorisatrigger.In
differentcontexts,differentkindsoftriggersneedtobeusedtheanswercantalwaysbeanemail.Wehope
thatyourecognizethisandstarttoseenewtypesoftriggersinyourlifeandwork.
Now,weregoingtocoverourfirstrecommendedPurplePathinductionstrategy.
IncreasetheNumber,orEffectiveness,ofTriggersLeadingtotheDesired
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BehaviorOnewaytoachievePurplePathBehaviorsistoincreasethefrequencyoreffectivenessofthetriggers.
Remember,triggersarethecalltoactionthethingthatsaysDothisactionnow!
Forexample,ifthedesigngoalistogetpeopletobuymorebooksonline,triggersdeliveredthroughemail
couldgetapersontoreturntothesiteandmakeapurchase.Onceapersonhasselectedabook,the
merchantcansuggestothersthatarerelated,increasingthenumberofbookspurchased.Notethatthe
emailtriggergetspeopletoshopmoreoftenandthebooksuggestionsinthecheckoutprocessgetsthem
tobuymorebooks.BothofthesearePurplePathBehaviors.
Manipulatingtriggerscanbetheeasiestandmosteffectivewaytochangebehaviors.Focusherefirst.
IncreasetheAbilitytoPerformtheBehavior
Ifchangingthetriggersdoesntwork,focusonability.
Wegenerallythinkofabilityasconsistingofsixcomponents.ThesearecalledtheAbilityFactors ,asdefined
byBJFogg:
Time:Doesthebehaviortakealongtime? Money:Doesthebehaviorrequirealotofmoney? PhysicalEffort:Doesthebehaviorrequiresignificantphysicaleffort? BrainCycles:Doesthebehaviorrequiresignificantmentaleffort? SocialDeviance:Isthebehaviorstrange,outofthenorm? Nonroutine:Isthebehaviorsomethingthepersonisnotusedtodoing?
Accordingtoourmodel,abilityisafunctionofapersonsscarcestresourceinthemoment.Therefore,in
ordertoinducetheinitialPurplePathBehavior,itisnecessarytodeterminewhichAbilityFactorsare
weakest,andthenfigureoutawaytostrengthenthem.
Inordertoeffectivelyincreasetheabilityofatargetpersonoraudience,werecommendthatyougo
throughtheAbilityFactorsinorderandaskyourselftherelatedquestions.Afterthis,youshouldhavea
senseofthetargetaudiencesabilityprofile.Forexample,doestheaudienceinquestionhaveasmall
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amountoftimebutalotofmoney?Ifso,thenyoucouldmakethedesiredbehaviorlesstimeintensivebut
morefinanciallycostly.Whenyouunderstandtheaudiencesabilityprofile,youllbebetterabletohonein
onapotentialsolution.
BelowareexamplesforeachofthesixAbilityFactors.
ApplyingtheElementsofSimplicitytoPurplePathBehaviors
SimplifyTime:1ClickShopping
Amazon.comhasgottenridofthetimebarrierwhenitcomestoshoppingwith1clickordering.Instead
ofhavingthecustomertypeintheircreditcardinformationforeachpurchase,makingittime
consumingtoshop,Amazonrememberscustomerinformation,allowingpeopletoorderanyitemthey
wantwithasingleclick.Thisallowsthecustomertoshopevenmore,aPurplePathBehavior.
SimplifyMoney:FrequentBuyerProgram
Frequentbuyerprogramshelplowerthemoneybarrierforincreasedshoppingbehavior.Byproviding
discounts,theseprogramsallowcustomerstosavemoneybybuyingmoreorinlargerquantities.These
arebothPurplePathBehaviors.
SimplifyPhysicalEffort:OrganizingExerciseGear
Smalltweaks,suchasputtingyourexercisegeartogetheraheadoftime,reducethephysicaleffortrequiredtoexercise.Removingthisbarriercanmeanthedifferencebetweenexercisingthreedaysa
weekversusfive.Thisisanexampleofincreasedandintensifiedexercisebehavior,aPurplePath
Behavior.
SimplifyBrainCycles:ExerciseRoutine
Removingmentaleffortbyreducingthenumberofchoicesisawayofloweringthebraincyclebarrier
infrontofaPurplePathBehavior.AprimeexampleistheCurves30MinuteWorkout.Eachwomanat
thegymdoesthesame30minutecircuit,makingthedecisionverysimple:DoIgoworkout,ordoIstay
home?ThisenablestheindividualtoworkoutmoreaPurplePathBehavior.
SimplifySocialDeviance:BikingtoWork
Biketoworkgroupsaredesignedtolowerthesocialdevianceofbikingtowork.Thegroupdynamic
makesitmoresociallyacceptabletoarriveatworksweatyandinexercisegear.Thisbooststhe
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likelihoodthatsomeonesensitivetosocialpressurewillconsistentlybiketowork.Thiswouldcausean
increaseinbikecommutingaPurplePathBehavior.
SimplifyNonroutine: IncreasingThermostatRegulation
Nonroutineactions,suchasregulatingthethermostat,canbeincreasedbyattachingthemtoexistingroutines.Inthissituation,changingthetemperaturesettingscanbeattachedtoaneverydayroutine,
likepickinguponeskeysinthemorningbeforeleavingthehouse.
IncreaseMotivationforDoingtheBehavior
ThefinalfactorthatcanbemanipulatedtoinduceaPurplePathBehaviorismotivation.
Forexample,ifthePurplePathisanexercisebehavior,moremotivationmaygetthepersontodoitlonger,
moreintensely,orwithmoreexpertise.Insteadofwalkingfor30minutes,apersonwithmoremotivation
maywalkfor45.Insteadofwalkingatamoderatepaceonflatland,apersonwithmoremotivationmay
walkfasterandupsomehills.Insteadofwalkingcasually,apersonwithmoremotivationmaywalkwithbetterform.
Butwhataretheelementsofmotivation?
AccordingtotheFoggBehaviorModel,therearethree CoreMotivators,eachwithtwofacets:
Sensationpleasure|pain
Anticipationhope|fear
Belongingsocialacceptance|socialrejection
SofarwevecoveredtwoofthethreeelementsintheFoggBehaviorModel.Wenowturnbrieflyto
thefinalelement:Motivation
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BymanipulatingoneormoreofthesemotivatorsyoumayinduceaPurplePathBehavior.
Forexample,ifsomeoneiswalkingandlisteningtoenergizingmusic(pleasure),thatpersonmaywalk
longer.Or,byreducingtheexercisespainwithbettershoes,thatpersonmayalsowalkmore.Similarly,the
nexttwoCoreMotivators(hope/fear,acceptance/rejection)canbemanipulatedtointensifysomeones
exercisebehavior.
Tomaketheseideasconcrete,weexplainthetechniquesbelowinfourdomainexamples:health,
commerce,environment,andproductivity.
Health&Motivation
LetssaythatJohnwantstolosesomeweight.InordertomotivateJohnyoumighthavehimwriteupalist
ofthebenefitsofbeingfit.Inaddition,youmighthavehimimaginehowgooditwillfeel.Youcouldalso
havehimsignupforanexercisegrouptoencouragesocialacceptancethroughincreasedexercise,whichis
aPurplePathBehavior.Thus,byusingtheinnatehumandesireforhopeandsocialacceptance,you
increaseJohnsmotivationtoengageinaPurplePathBehavior.
Commerce&Motivation
eBaywantstoincreasetheamountoftimepeoplespendontheirsite.Theydecidetotapintothe
motivatorsofhopeandpleasurebyincludingmessageslikeStumbleuponyournextgreattreasureor
Thebestdealsyouhaventdiscoveredyet.Messagesliketheseinduce hopeinthecustomers.Andsuchincreasedhoperesultsinincreasedbrowsingbehavior,whichresultsin pleasurewhenaninterestingnew
objectisactuallyfound.
Environment&Motivation
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Sandywantstoincreasetheamountsherecycles.Inordertoincreasehermotivation,asuccessful
interventionmightplayintoherdesirefor socialacceptanceandfearofsocialrejection.Asimplemessage
orflyershowingthat65%ofherneighborsrecycleonaregularbasismightprovidetheextramotivation
needed.
Productivity&Motivation
Jimwantstoincreasehisnumberofuninterruptedperiodsofwork.Hedecidestotapintohis hopeforeven
betterperformance.Aseriesofemailstalkingaboutthemeritsofuninterruptedflowstatesandhow
muchmoreworkhewillgetdonemightdothetrick.
Beforewecontinue,wewanttoemphasizenineimportantwords.TheFoggDesignMantraforbehaviorchange
is:
Puthottriggersinthepathofmotivatedpeople.
Whatmakesatriggerhot?
Triggersbecomehotwhentheyallowyoutotakeaction.Forexample,anemailcontainingalinkisahottrigger,
sinceitallowsyoutotakeaction visitawebsiterightaway.
Abillboardadvertisementisagoodexampleofacoldtrigger.ItimploresyoutoactwithBuymilk!butatatimewhenno
actionispossible.ABuymilk!signabovetherefrigeratoratthegrocerystore,ontheotherhand,isahottrigger.
Next,weregoingtohighlightsomePurplePathcasestudies,togiveyouasenseofhowthesestrategiesplay
outinarealworldcontext.
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CaseStudies
CaseStudy:ZeoPersonalSleepCoach
TargetBehavior:IncreaseSleepQualityandQuantity
ZeohascreatedaproductintendedtocreateaPurplePathbehaviorincreasedsleepqualityandquantity.
Thesolutionconsistsofacentralunitandaheadband.(Seewww.myzeo.com.)
Eachnight,theuserwearstheheadbandandsecuresthecentralsensorinthemiddleoftheirforehead.
Throughoutthenight,sleepdataiswirelesslytransmittedtothecentralunit.Inthemorning,theunit
displaystheusersZQametricrepresentingthequalityofsleepbasedontotalsleeptime,restorative
sleeptime,anddisruptedsleeptime.
Inordertoincreasethequalityofitsuserssleep,Zeoboosts motivationacentralcomponentofthe Fogg
BehaviorModel.
MotivationandZeo
Zeousesmetricsanddatavisualizationtomotivateusers.TheZQmetric,inventedbytheZeoteam,seems
aneffectivewayofcompressinglotsofinformationintoaneasytounderstandnumber.TheZQisdisplayed
rightbelowthetimeontheZeocentralunit.Thiseithermotivatestheindividualtoimprove,iftheyreceived
apoorscore,oractsasareinforcementofalreadygoodbehavior.
Inaddition,Zeodisplaystheusersinformationinacompellingmanner.Ashumans,weallliketosee
progressanupwardtrendthatshowsweregettingbetter.Thisinfogivesusbothpleasureandhope.Zeo
tapsintothesemotivatorsbymakingiteasyfortheusertoseewhetherornottheyareimproving.Ifnot,
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seeingadownwardtrendwithonesnameattachedtoittapsinto painandfear.Soeitherway,Zeo
leveragesmotivation.
TriggersandZeo
BecausetheZeoisabedsideunit,itiseasilynoticedattheopportunemomentofpersuasion.Justbeforetheusergoestobed,theyareboundtoseethemoderatelysizedwhiteunitandaccompanyingheadband.
Thisdoestwothings:
Itremindstheuserofthedesiredproximalaction:weartheheadband. Itletstheuserknowthatwiththisdevicetheyhavetheabilitytomonitortheirsleep.
Bysituatingtheunitnexttotheusersbed,Zeoisabletoenhancethetheirperceivedabilitywhile
remindingthemofthecorrectactionattheopportunetime.
AbilityandZeo
TheZeosystemincreasestheusersabilitytotrackhowtheysleepboththedurationofsleepandthe
stagesofsleep(suchasREM).WithZeo,theprocessofdatacollectionissimple:allonehastodoisstrapon
aheadband.
Inaddition,alloftheuserssleepdatacanbeuploadedtoaZeocompanionwebsite.Thisinformationis
representedinaseriesofgraphsandmetrics.Theusercanthenlookattheirperiodsofdisruptedsleep
frompreviousdaystogetsomeinsightastowhatmaybecausingthem.Thisenablestheusertooptimize
theirsleep.
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CaseStudy:VitalityGlowCaps
TargetBehavior:IncreaseMedicationAdherence
TheGlowCapisanInternetconnectedlidthatisplacedontopofonesmedicationcontainer.Itisconnected
toasensor,whichlookssimilartoanightlight.Thisgetspluggedinnearthemedication.Whenthedrug
needstobetaken,thelightbeginstoflash,alertingthepatientthattheyshouldtaketheirmedicine.Ifthis
signalisoverlooked,theGlowCapbeginstoplayaringtone.Ifthisisunheard,thecapthentriggersan
automaticcalltothepatientsphone,alertinghimorhertotakethenecessarymedication.
Inaddition,theGlowCaptransmitsthepatientsmedicationadherencedatatoasecurewebsite,whereit
generatesaseriesofreports.Amonthlyprogressreportissenttothepatientshouse.Itshowssuch
informationaswhatdaysthepatienttookthemedicine,whatdaysweremissed,andwhattheoverall
compliancerateis.Thedoctorandfamilymemberscanreceiveacompliancereportaswell.
GlowCapreportsaboostinadherenceof27%.Inourview,thissuccesscomeslargelyfromtheeffective
designoftriggers.
TriggerandGlowCap
TheGlowCapsmainstrengthisitsarrayofeffectivetriggers.Thepatientreceivesdifferenttriggers,of
increasingintensity,inordertomakesuretheytakemedication.
Thefirsttriggeristhelightonthepluginunit.Sincethelightissituatednearthemedication,thisisasubtlereminderforthosewhoweremostlikelyintheprocessoftakingthemedicationalready.
Thesecondtrigger,aringtone,ismoredisruptive.Thistriggerintendstoremindthosethatcompletely
forgetabouttheirmedicine.However,sincetheringtonecannotalwaysbeheardthroughoutoneshouse,
thismaynotbeenough.
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Thefinal,mostinvasive,triggeristhephonecall.Thismakessurethattheindividualistriggeredtotake
theirmedicine.Iftheindividualreceivesthecallontheirmobilephone,theymaynotbeabletoperformthe
correctactiontakingthepill.However,iftheyareathome,thistriggeroccurswhentheyhavehighability
andhighmotivation.
AbilityandGlowCap
TheGlowCapincreasesapatientsabilitytotakemedicationsontime.Specifically,thesystemdecreasesthe
burdenofbraincyclesandsupportspatientsinestablishingaroutine.Thisleadstoincreasedmedication
compliance,aPurplePathBehavior.
MotivationandGlowCap
TheGlowCapusesdatavisualizationandsocialpressureinordertoincreasetheusersmotivation.
Whilemostpatientsarealreadymotivatedtotaketheirmedicine,sinceitmaybethedifferencebetween
lifeanddeath,extramotivationmightbehelpful.Inordertoincreasemotivation,theGlowCapallowstheusertoseetheirsuccessfulandmisseddaysonalarge,playfulcalendar.
Inaddition,becausethereportissentouttoonesclosefamilymembersanddoctor,thepatientfeelssocial
pressuretocomply.Apatientmightthink,Itwouldbeembarrassingtomisstwodaysthisweek,sinceDr.
Smithandmydaughterwouldnotice.
CaseStudy:CurvesforWomen
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TargetBehavior:IncreaseExerciseFrequencyandIntensity
Curvesisawomenonlyfitnesscenterthataimstobuildmuscle,burnfat,andpositivelyimpactthenutrition
ofitsclients.Thefranchisedoesthiswithaspecialized30minuteworkout,apositivesocialenvironment,
andtargetedcoaching.
AbilityandCurves
CurvesachievesitsPurplePathsuccessprimarilybyincreasingapersonsabilitytoworkout.Curveshasone
optimizedworkoutforwomen:a30minuteroutine.Thisstandardprogramfreeswomenfrommaking
decisionsintheirbusylives.Forexample,oneyoungmothermightthink,ShouldIgotothegymtoday?
Well,Imnotsurewhatkindofworkoutwouldbebestformetoday.Anditmighttaketoolong....
WithCurvesitssimpleyoujustshowupandgetitdone.
OncewomenarriveatCurves,theyjoinagroupandfollowalong.Eventheexercisemachinesmakeiteasier:
theyadjustautomaticallytoeachwomanaftersheinsertsherIDcard.
MotivationandCurves
Curvesbuildsaspecialcommunityatmospheretomotivatecustomers.BecauseCurvesisforwomenonly,
thegroupdynamicisntlikeothergyms.Thefearfactorcertainlyislessforwomenlesspressuretobegym
savvyorlookperfect.Inaddition,Curveshascreatedavibrantonlinecommunitysothatwomencangain
evenmoresupport.Thissenseofbelongingmotivates.
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TriggerandCurves
Curvesembracesaholisticapproachtofitnessand,therefore,hascustomersuseCurvesbrandedproducts
throughouttheirlifefooddiary,companionwebsite,etc.Productsliketheseremindtheuseroftheir
affiliationwiththegymandcantriggerworkoutbehavior.
WhatsNext?
InourStanfordLab,wewillcontinuetoexpandandimprovethisResourceGuideforPurplePathBehaviors.
Whatyouseenowissimplyouralphaversion.Andthisisoneof15ResourceGuideswearecreatingtohelp
peopledesignforbehaviorchange.
Wewelcomeyourfeedback.Whatdidyoufindhelpful?Whatwasmissing?Inshort,howcanwemakethis
guidebetterforyou?
BecauseweupdatetheResourceGuides,thedocumentyouarereadingrightnowisprobablyoutdated.
Wevealreadymadeitbetter!Pleasecontactustofindouthowtogetournewandimprovedversion.
Onemorething.Ifyouhaveafriendwhowouldlikeacopyofthisguide,pleasedonotsendthisdocument
tothem.Instead,havethemrequesttheirown,mostcurrentdocumentbyemailing
BJFogg,Ph.D.
Director,PersuasiveTechLab@StanfordUniversity