BJ Fogg, PhD, directs the Behavior Design Lab at Stanford University. A behavior scientist and innovator, Dr. Fogg conducted the first-ever series of experiments exploring how computers can influence people. His research was awarded Stanford’s Maccoby Prize and spawned an annual international academic conference, and is one of the most sought-after thinkers in Silicon Valley.
Dr. Fogg is the first scientist to articulate the concept of “captology”, or the study of how computers can be used to persuade people to change their attitudes or behaviors.
In 2010, his research shifted away from persuasive technology into a more general study of human behavior, using breakthrough models and methods for changing behavior, which led to a new field called “Behavior Design”. Dr. Fogg published the Fogg Behavior Model (FBM), a model for analyzing and designing persuasive technologies, and created a new way to develop permanent habits from baby steps, which he calls “Tiny Habits®”.
Today, Dr. Fogg is primarily interested in how human behavior works and how to help people acquire habits that lead to health and happiness. He has personally coached over 42,000 people in his behavior change method called “Tiny Habits®.”