Brian Jeffrey Fogg (born August 7, 1963) is an American social scientist who is currently a research associate at Stanford University and author. He is the founder and director of the Stanford Persuasive Technology Lab, later renamed as Behavior Design Lab.
Life and career
Fogg comes from a Mormon background. He has a B.A. and MA. in English from Brigham Young University and a PhD in Communications from Stanford University, where he served as a teaching assistant to Philip Zimbardo.
He is the brother of Linda Fogg Phillips, an author and speaker on the issues of social media and parenting.
Fogg was the first scientist to articulate the concept of "captology," a word he coined to describe the overlap between persuasion and computers. As a doctoral student at Stanford University (1993-1997), Fogg used methods from experimental psychology to demonstrate that computers can change people's thoughts and behaviors in predictable ways. His thesis was entitled Charismatic Computers.
Fogg founded the Stanford Persuasive Technology Lab. and directed the Stanford Web Credibility Project, which published How Do People Evaluate a Web Site's Credibility? in 2002. The Lab received a grant from the National Science Foundation in 2005 to support experimental work investigating how mobile phones can motivate and persuade people, an area the lab calls "mobile persuasion."
In 2003, Fogg published the book Persuasive Technology: Using Computers to Change What We Think and Do. This book lays the foundation for captology.
In 2007, Fogg created a Stanford course about Facebook Apps. Using what Fogg calls "Mass Interpersonal Persuasion," his students engaged over 16 million people in 10 weeks with projects done for the class.
He is the founder and director of Stanford's annual Mobile Health conference.
In 2011, the World Economic Forum's Wellness Workplace Alliance selected the Fogg Behavior Model as their framework for health behavior change. However, the model has been criticized as inadequate for behavior change in gamification.
In December 2011, Fogg created a new way to develop permanent habits from baby steps, which he calls "Tiny Habits".