Infographic: The Fogg B=MAP behavior model

The Fogg B=MAP behavior model helps us understand why we sometimes do things and other times don’t- even if we want to.

Infographic on the Fogg B=MAP Behavior Model. Details of infographic listed below.
Infographic on the Fogg B=MAP Behavior Model. Details of infographic listed below.


We have three core motivators, with negative and positive poles. Embracing the positive side of your motivators increases your motivation.

Sensation: Pleasure & Pain

We embrace pleasure and avoid pain.

Anticipation: Hope & Fear

We fear some consequences but hope for others.

Social Belonging: Acceptance & Rejection

We avoid social rejection by behaving in socially acceptable ways.


Our ability to do something relies on how easy or ‘simple’ that action is. If a complex task demands a resource we don’t have much of, that impacts our ability to complete it.

5 simplicity factors

  •  Time
  • Money
  • Physical Effort
  • Mental Effort
  • Routine


When we have the right mix of motivation and ability, prompts trigger behaviours.

Sparks (For high ability and low motivation)

A short shock that boosts your motivation, like finding out your dream job was recently posted.

Facilitators (For high motivation and low ability)

Processes or people that uncomplicate things- recruitment consultants, auto-fill functions and LinkedIn’s ‘easy apply.’

Signals (For high ability & motivation)

Things like reminders, nudges and post-it notes, that help you maintain momentum while looking for work.

How-to use B=MAP in the job search

  • Embrace the positive sides of your motivators- stay hopeful for better opportunities, enjoy time spent on your hobbies, and stay connected to your circle.
  • Increase your resource budget where you can. Dedicating a little more time, mental or physical effort to your job search can go a long way.
  • Research and develop the relevant skills for the industry or role you’re applying for. Refresh or expand your existing skillset.
  • Find tools that make searching easier. The less effort you have to use, the more likely you’ll get things done.
  • Make tasks simpler by breaking them down. Stacking up tiny achievements will leave you feeling more accomplished.

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