動機・能力・機会：スタンフォード大学BJフォッグのB=MAP（旧称B=MAT)行動モデル

The Fogg Behavior Model (FBM) shows three elements that converge for a behavior to happen: Motivation, Ability and Trigger.

（The Fogg Behavior Model by B J Fogg, Stanford University）（1ページのPDFファイル）

So this came together for me in about 2007. And it is a model that describes all behavior types in all cultures so it’s a universal model and it goes like this. A behavior happens with three things come together at the same moment. One, there is motivation to do that behavior. Two, there’s ability to behavior. And, three, there’s a prompt; something that says do this behavior now. And when all those things come together the behavior happens. (Building Habits: The Key to Lasting Behavior Change April 18, 2023 Stanford Business) トランスクリプト付きポッドキャスト（BJフォッグ氏のインタビュー）

以前はFogg Behavior Model (FBM)と呼んだようですが、その後B=MATと言ってみたり、最近ではB=MAP（Pはprompt）と呼んだりしているようです。

  1. https://behaviormodel.org/
  2. 習慣超大全——スタンフォード行動デザイン研究所の自分を変える方法  2021/5/26 BJ・フォッグ ダイヤモンド社（ダイヤモンドONLINEの関連記事）
  3. Designing for Behavior Change—New Models and Moral Issues An Interview with B.J. Fogg B.J. Fogg &Jim Euchner Research-Technology Management Volume 62, 2019 – Issue 5 Pages 14-19 | Published online: 05 Sep 2019. https://doi.org/10.1080/08956308.2019.1638490　BJフォッグ氏のインタビュー記事 有料
  4. A behavior model for persuasive design Author: BJ Fogg Authors Info & Claims Persuasive ’09: Proceedings of the 4th International Conference on Persuasive TechnologyApril 2009Article No.: 40Pages 1–7https://doi.org/10.1145/1541948.1541999. In this model (FBM), behavior is a product of three factors: motivation, ability, and triggers, each of which has subcomponents. The FBM asserts that for a person to perform a target behavior, he or she must (1) be sufficiently motivated, (2) have the ability to perform the behavior, and (3) be triggered to perform the behavior.

FOGGモデルでは、行動を起こす、行動を変えるための方策として、動機、能力、機会をさらに下位のカテゴリーに細かく分けて、それぞれの要素をどう上げてていくかを議論しているようです。

  1. ユーザーの行動変容のためのFogg行動モデルの実用化（Anders Toxboe, UI Patterns, 2019）2022-05-14 【翻訳】

動機・能力・機会＝行動

動機ｘ能力ｘ機会＝行動　という図式は一番最初に誰が考えて提唱したものなのでしょうか。

  1. Capability, opportunity, and motivation: an across contexts empirical examination of the COM-B model. Taylor Jade Willmott, Bo Pang, and Sharyn Rundle-Thiele. BMC Public Health. 2021; 21: 1014.
  2. Physical activity capability, opportunity, motivation and behavior in youth settings: theoretical framework to guide physical activity leader interventions. Rosenkranz et al., Published online: 26 Apr 2021 International Review of Sport and Exercise Psychology
  3. Applying the Capability, Opportunity, and Motivation Behaviour Model (COM-B) to Guide the Development of Interventions to Improve Early Detection of Atrial Fibrillation Jatau et al., Clin Med Insights Cardiol. 2019; 13: 1179546819885134.
  4. The behaviour change wheel: a new method for characterising and designing behaviour change interventions. Susan Michie, Maartje M van Stralen, Robert West. Implement Sci . 2011 Apr 23:6:42. At the centre of a proposed new framework is a ‘behaviour system‘ involving three essential conditions: capability, opportunity, and motivation (what we term the ‘COM-B system‘).