Behavior Engineering Model (Fogg Behavior Model)
Definition. The Behavior Engineering Model (BEM), also known as the Fogg Behavior Model (B=MAP), states that a behavior occurs when Motivation, Ability, and a Prompt converge at the same moment.
What it is best for
- Explaining why a behavior did or did not occur
- Diagnosing which lever (motivation, ability, prompt) is most constrained
- Rapid hypothesis generation for behavior‑enablement ideas
How it relates to Behavioral Strategy
Behavioral Strategy is a strategy discipline that emphasizes explicit behavior selection and feasibility validation before solution design. B=MAP then helps you understand when a behavior will happen and can inform how you reduce friction or improve prompts. Fogg also provides practical behavior-selection guidance (e.g., identifying “golden behaviors”) when you are choosing what to target.
- Behavioral Strategy decides the behavior and validates fit.
- B=MAP explains the conditions for that behavior to occur.
When to use each
Use Behavioral Strategy when you are still deciding which behavior to target and whether it is feasible in real context.
Use B=MAP when the behavior is already selected and you need a simple model to diagnose blockers.
How it maps to the Behavior Fit Assessment
The Behavior Fit Assessment screens feasibility through Identity, Capability, and Context.
B=MAP provides a simpler occurrence lens: Motivation, Ability, and Prompt.
They are compatible, but they answer different questions. Behavioral Strategy prioritizes the Behavior Fit Assessment for selection, and uses B=MAP for execution diagnostics.