BJFogg, founder of the Persuasive Technology Lab at Stanford University, with his Behavior Model explain what stops users from performing behaviors that designers seek.
if users are not performing a target behavior, such as rating hotels on a travel web site, the FBM helps designers see what psychological element is lacking. …Behavior Model BJ Fogg
… The FBM highlights three principal elements, each of which has subcomponents. Specifically, the FBM outlines three Core Motivators (Motivation), six Simplicity Factors (Ability), and three type of Triggers. The subcomponents define the larger elements.
(source: behaviormodel.org – BJ Fogg)
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