Glossary/Strategy & Frameworks/Fogg Behavior Model
Strategy & Frameworks
Fogg Behavior Model
B.J. Fogg's model (2007) that behaviour happens when Motivation, Ability and a Prompt converge, summarized as B=MAP.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The Fogg Behavior Model is B.J. Fogg's model, introduced in 2007, stating that a behavior happens when Motivation, Ability and a Prompt converge at the same moment, summarized as B=MAP. Product designers and marketers use it to diagnose why people fail to act and to make desired actions easier or better timed.