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Nov 15, 2016 09:21

Why do people do the things they do?

Motivation, Action, and Triggers: A Model for Influencing Online Behavior

Motivation

There are three basic human motivators. Can you guess what they are?

Sensation. The desire to feel pleasure, and the need to avoid pain. Generally, pain avoidance is considered to be the stronger motivator. Anticipation. The hope that good things will occur in the future, and the dread or fear that bad things may happen. Fear is considered stronger. Social cohesion. Our need for social acceptance, and the avoidance of social rejection. Ostracism and shunning are the stronger motivators.

Ability

In order to perform a target behavior, a person must have the ability to do so.

Triggers

Triggers tell people to “Do it now!” Sometimes a trigger can be external, like the sudden sound of a car horn.

Facilitator. If someone is motivated but not responding because it seems hard (perceived lack of ability), then use a “facilitator” trigger. It should include a call-to-action and some messaging that says “it’s easy.” Spark. If someone can do a task (has the ability), but is not motivated to do it, you should try to design a “spark” trigger. It should include a call-to-action plus some sort of motivator. Signal. If a person has both the motivation and ability to do something, then all that’s needed is a straightforward “signal” trigger. This is essentially a “Do it now” reminder. Don’t try to motivate these kinds of people or emphasize simplicity or ease of doing the task.

“put hot triggers in front of motivated people. “You might also like”


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