references/theories/fogg-behavior-model.md

# Fogg Behavior Model

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Target behavior is clear but users fail to act.

## Mechanism

Behavior requires motivation, ability, and prompt together.

## Applied marketing use

Diagnose whether to reduce friction, improve prompt, or address motivation.

## Failure modes

- Using motivation copy when ability or prompt is the real constraint.

## Counterweights

- `influence-principles`

## Sources

- `source:fogg-behavior-model`