Purple Path Behavior Guide

Purple Path Behavior Guide
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,
version 0.50
Inc.
PurplePathBehaviorGuideStanfordPersuasiveTechLab(alphaversion0.50December2010)
Donotsharethisdocument.Peoplewhowantacopycanemailcaptology@stanford.eduformoreinfo.www.behaviorwizard.org
StanfordResourceGuidesforBehaviorChange
OurStanfordteamhascreatedasetofResourcesGuidestohelppeopleworkingonbehaviorchange projects.Ourgoalistomakeiteasierforyouto: 1. Learnaboutaspecifictypeofbehaviorchange 2. Createsolutionsforachievingthatbehavior Inthepast,designingforbehaviorchangewasamessyprocess.Mostdesignersandresearchersguessedat solutions.And,frankly,mostattemptsfailed.Today,ratherthanguessingatsolutions,peoplewhouseour ResourceGuideswillhaveclearguidance. OurStanfordteamwillcontinuetoimproveeachofthe15ResourceGuides.Wewelcomeyourinput. BJFogg,Ph.D. Director,PersuasiveTechLab@StanfordUniversity bjfogg@stanford.edu
Youcankeepcurrentwithourworkinthreeways: 1.JoinourPageonFacebook:facebook.com/captology 2.FollowusonTwitter:@captology 3.SubscribeonYouTube:youtube.com/captology
TheBehaviorWizardTeam
OurStanfordteamcreatedtheBehaviorWizardandtherelatedmaterials.Withouttheexpertiseofeach teammember,theResourceGuideinyourhandstodaywouldnotexist. BJFogg(bjfogg@stanford.edu),ProjectDirector JasonHreha(jason.hreha@gmail.com),ProjectLead RobinKrieglstein(rkrieglstein@gmail.com),WebDeveloper KaraChanasyk(kara.chanasyk@gmail.com),UXDesigner GajuKrishna(gajananagk@gmail.com),ResearchSpecialist
IntroductiontotheFoggBehaviorGrid
APurplePathBehaviorisoneof15typesofbehaviorasdefinedbyBJFogg.Theseareoutlinedinwhatwe calltheBehaviorGrid.(Formoreinformation,seewww.BehaviorGrid.org.) Eachofthe15behaviortypesrequiresdifferentpsychologystrategiesandpersuasivetechniques.For example,themethodsforpersuadingpeopletobuyabookonline(BlueDotBehavior)aredifferentthan thoseforgettingpeopletoquitsmokingforever(BlackPathBehavior). Tosucceedindesigningabehaviorchangeintervention,youneedtounderstandthetypeofbehavioryou seek.AndthatsthepointofourBehaviorGrid. Forexample,sometargetbehaviorsareonetimeactions.Thisincludesinstallingsolarpanelsonahomeor selectingacollege.Incontrast,sometypesofbehaviorhappeneveryday:exercising,eating,andsoon.And, yetagain,sometypesareaboutstoppinganexistingbehavior,suchasquittingsmoking. TheoverallBehaviorGridlookslikethis:
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.
IntroductiontoPurplePathBehaviors
Ifyouwantsomeonetoincreasetheintensityordurationofabehaviorforever,youareseekingaPurple PathBehavior.Examplesinclude: Health:Exercise10minutesmoreeachdayfromnowon. Environment:Eatmorefruitsandvegetableseachdayintothefuture. Commerce:Save10%moreofyourpaycheckeachmonthforever. ManypeopleseekPurplePathBehaviors.Theyarealreadydoingsomethinggood,likeexercising,andthey arereadytotakeittothenextlevel.Thisincreasedintensityordurationofafamiliarbehavior(likeexercise) iswhatPurplePathisallabout. ToachieveaPurplePathBehavior,youmustalteratleastoneelementfromtheFoggBehaviorModel: Increasethenumber,oreffectiveness,oftriggersleadingtothedesiredbehavior. Enhanceabilitytoperformthebehavior(makeiteasiertodo). Amplifymotivationfordoingthebehavior.
ExamplesofPurplePathBehaviors
Health
Increasetheconsumptionofvegetablesinthecorporatecafeteria. Increasefoottrafficonthestairwellsbetweenfloors. Drinkmorewaterfromnowon. Increasesleepdurationandquality.
Commerce
BuymorebooksfromAmazon.com. BuyonlyApplecomputersfromnowon. Spendmoretimeshoppingonline.
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


foundationofPurpleBehaviors.Peoplewillalwayshaveanexistingactionthattheyintensifytoachievea PurpleBehavior.Forexample,ifyoudoaBlueBehaviorlikebuyingonedozenroseseachSunday,aPurple BehaviorwouldbetobuytwodozenrosesonSunday.Buyingmoreisincreasingtheexistingbehavior. IntheBehaviorGrid,theGrayBehaviorcolumncontainsbehaviorsthataretheoppositeofPurple Behaviors.GrayBehaviorsareallaboutdecreasingafamiliarbehavior.Letsreturntotheroseexample.If yournormalaction(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. Uptothispoint,wevecoveredwhatitmeansforabehaviortobePurple. NowwediscusswhatitmeansforthebehaviortobeaPath.
OverviewofPathBehaviors
PathBehaviorsarethosethatareperformedoften,evenritually.Thisincludesactionsthatwedo automatically.Inaddition,behaviorswedooverandoversuchasalwaysbuyingmusicfromiTunesfall intothiscategory.Theseactionsareoftenintegraltoapersonslife.


Inmanydomains,especiallyinhealth,interventionstoachievePathBehaviorsarethemostdesired outcomesofbehaviorchange.Forexample,companiesthatcanmotivateemployeestoexercisefromnow oncansavelotsofmoneyinhealthcarecosts. ThecombinationofPathcharacteristicsandPurplecharacteristicsdefinesaPurplePathBehavior. PurplePathBehaviorscantakemanydifferentforms.Asyoureadtheexamplesbelowfromvarious domainshealth,commerce,environment,andproductivitylookforthesimilaritiesamongthem.This willhelpyouidentifyPurplePathBehaviorsinyourownlife.
Health
LetssaythatSallywantstobecomeevenhealthierbyexercisingmore.Shedecidestoincreasethetimeof herdailyjogsthatsaPurplePathBehavior.Sallycouldalsoaddhillsintoherrun,orshecouldstarttorun withbetterform.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
AnotherexampleofPurplePathBehaviorisaJapanesepracticecalledKaizen.Itmeanscontinuous


improvement.Thispracticeseekstofindthesmallestpossibleactionsthatcanbedoneinthepursuitof excellenceandimplementingthemconsistently,onestepatatime,untiltheybecomeestablishedhabits. NowthatyouhaveagoodsenseofwhataPurplePathBehaviorisandwhereitlieswithintheBehaviorGrid, weregoingtocovertheFoggBehaviorModel.Thiswillgiveyouanunderstandingofwhybehavioroccurs andhowitcanbedesigned.
TheFoggBehaviorModel
TheFoggBehaviorModelshowsthatthreeelementsmustconvergeatthesamemomentforabehaviorto occur: 1. Motivation 2. Ability 3. 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.)
UsingtheFoggBehaviorModel(FBM)asaguide,designerscanidentifywhatstopsusersfromperforming behaviorsthatdesignersseek.Forexample,ifpeoplearenotperformingatargetbehavior,suchasrating hotelsonatravelWebsite,theFBMhelpsdesignersseewhatislackinge.g.acleartrigger,anaspectof ability,etc. TheFBMalsohelpsacademicsunderstandbehaviorchangebetter.Whatwasonceafuzzymassof psychologicaltheoriesnowbecomesorganizedandspecificandpracticalwhenviewedthroughthis model.
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NowyouregoingtolearnhowtodesignPurplePathbehaviorusingtheFogg BehaviorModelasyourguide.
IntroductiontothePurplePathBehaviorDesignProcess
YoucanmoreeffectivelydesignforPurplePathBehaviorsusingtheFoggBehaviorModel,whichbreaks behaviordownintothreecomponents: Motivation Ability Trigger
InordertoinducePurplePathBehavior,itisnecessarytoincreaseatleastoneoftheabovecomponents. Inlatersections,weoutlinethisprocess.First,however,youneedtolearnhowtosequencethebehavior designprocess.Theordermaysurpriseyou.

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SurprisingSequence:StartwithTriggers,NotMotivation
Abehaviorchangeinterventionshouldntmanipulatetriggers,ability,andmotivationatthesametime.That makesittoughtorecognizewhichchangeismosteffectiveanditcanresultincomplicatedbehaviorchange interventions. 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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Behavior
OnewaytoachievePurplePathBehaviorsistoincreasethefrequencyoreffectivenessofthetriggers. 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,reducethephysicaleffort requiredtoexercise.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,canbeincreasedbyattachingthemtoexisting routines.Inthissituation,changingthetemperaturesettingscanbeattachedtoaneverydayroutine, likepickinguponeskeysinthemorningbeforeleavingthehouse.
SofarwevecoveredtwoofthethreeelementsintheFoggBehaviorModel.Wenowturnbrieflyto thefinalelement:Motivation
IncreaseMotivationforDoingtheBehavior
ThefinalfactorthatcanbemanipulatedtoinduceaPurplePathBehaviorismotivation. Forexample,ifthePurplePathisanexercisebehavior,moremotivationmaygetthepersontodoitlonger, moreintensely,orwithmoreexpertise.Insteadofwalkingfor30minutes,apersonwithmoremotivation maywalkfor45.Insteadofwalkingatamoderatepaceonflatland,apersonwithmoremotivationmay walkfasterandupsomehills.Insteadofwalkingcasually,apersonwithmoremotivationmaywalkwith betterform. Butwhataretheelementsofmotivation? AccordingtotheFoggBehaviorModel,therearethreeCoreMotivators,eachwithtwofacets: Sensationpleasure|pain Anticipationhope|fear Belongingsocialacceptance|socialrejection
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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.Messagesliketheseinducehopeinthecustomers.Andsuch increasedhoperesultsinincreasedbrowsingbehavior,whichresultsinpleasurewhenaninterestingnew objectisactuallyfound.
Environment&Motivation

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Sandywantstoincreasetheamountsherecycles.Inordertoincreasehermotivation,asuccessful interventionmightplayintoherdesireforsocialacceptanceandfearofsocialrejection.Asimplemessage orflyershowingthat65%ofherneighborsrecycleonaregularbasismightprovidetheextramotivation needed.
Productivity&Motivation
Jimwantstoincreasehisnumberofuninterruptedperiodsofwork.Hedecidestotapintohishopeforeven betterperformance.Aseriesofemailstalkingaboutthemeritsofuninterruptedflowstatesandhow muchmoreworkhewillgetdonemightdothetrick. Beforewecontinue,wewanttoemphasizenineimportantwords.TheFoggDesignMantraforbehaviorchange is:
Puthottriggersinthepathofmotivatedpeople. Whatmakesatriggerhot? Triggersbecomehotwhentheyallowyoutotakeaction.Forexample,anemailcontainingalinkisahottrigger, sinceitallowsyoutotakeactionvisitawebsiterightaway. 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,ZeoboostsmotivationacentralcomponentoftheFogg
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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seeingadownwardtrendwithonesnameattachedtoittapsintopainandfear.Soeitherway,Zeo leveragesmotivation. TriggersandZeo
BecausetheZeoisabedsideunit,itiseasilynoticedattheopportunemomentofpersuasion.Justbefore theusergoestobed,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,thisisasubtle reminderforthosewhoweremostlikelyintheprocessoftakingthemedicationalready. 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,theGlowCapallowsthe usertoseetheirsuccessfulandmisseddaysonalarge,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 captology@stanford.edu. BJFogg,Ph.D. Director,PersuasiveTechLab@StanfordUniversity bjfogg@stanford.edu
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Purple Path Behavior Guide

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Purple Path Behavior Guide

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Purple Path Behavior Guide

PurpleBehaviorsrelatetootherbehaviortypesintheFoggBehaviorGrid.Herewehighlightsome similaritiesanddifferences. IntheBlueBehaviorcolumnoftheBehaviorGrid,Bluedesignatesafamiliarbehavior.Thesearethe

InordertoinducePurplePathBehavior,itisnecessarytoincreaseatleastoneoftheabovecomponents. Inlatersections,weoutlinethisprocess.First,however,youneedtolearnhowtosequencethebehavior designprocess.Theordermaysurpriseyou.

Frequentbuyerprogramshelplowerthemoneybarrierforincreasedshoppingbehavior.Byproviding discounts,theseprogramsallowcustomerstosavemoneybybuyingmoreorinlargerquantities.These arebothPurplePathBehaviors. SimplifyPhysicalEffort:OrganizingExerciseGear

Smalltweaks,suchasputtingyourexercisegeartogetheraheadoftime,reducethephysicaleffort requiredtoexercise.Removingthisbarriercanmeanthedifferencebetweenexercisingthreedaysa weekversusfive.Thisisanexampleofincreasedandintensifiedexercisebehavior,aPurplePath Behavior. SimplifyBrainCycles:ExerciseRoutine

Nonroutineactions,suchasregulatingthethermostat,canbeincreasedbyattachingthemtoexisting routines.Inthissituation,changingthetemperaturesettingscanbeattachedtoaneverydayroutine, likepickinguponeskeysinthemorningbeforeleavingthehouse.

Bysituatingtheunitnexttotheusersbed,Zeoisabletoenhancethetheirperceivedabilitywhile remindingthemofthecorrectactionattheopportunetime. AbilityandZeo

Curvesembracesaholisticapproachtofitnessand,therefore,hascustomersuseCurvesbrandedproducts throughouttheirlifefooddiary,companionwebsite,etc.Productsliketheseremindtheuseroftheir affiliationwiththegymandcantriggerworkoutbehavior.

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