BJ Fogg

BJ Fogg, Ph.D is a behavior scientist at Stanford University, founder and director of the Stanford Behavior Design Lab. Fogg was the first scientist to articulate the concept of “captology,” or the study of how computers can persuade people. He started this research in 1993 and continued to spotlight the potentials and pitfalls of persuasive technology. In 2010, his research shifted away from persuasive technology into a more general study of human behavior, an approach he named “Behavior Design” (which is not the same thing as captology). Behavior Design comprises a set of models for understanding how human behavior works, as well as a set of methods he has created to help innovators create successful products. On the industry side, Fogg trains innovators to use his work so they can create solutions that influence behavior. The focus areas include health, financial wellbeing, learning, productivity, and more.

Fogg is the author of Persuasive Technology (2002), a book about how computers can be designed to influence attitudes and behaviors. That book, together with his early experiences, inspired an annual global conference on the topic.

Fortune Magazine named Fogg a “New Guru You Should Know” for his insights about mobile and social networks.

To see an overview of BJ Fogg’s approach, see the Fogg Method. To experience how behavior change works, join a free Tiny Habits® session.

Book titles in collaboration with Idea Architects

  • Tiny Habits: The Small Changes That Change Everything