This paper presents a new model for understanding human behavior. 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
（3）be Triggered to perform the behavior
These three factors must occur at the same moment, else the behavior will not happen. The FBM is useful in analysis and design of persuasive technologies. The FBM also helps teams work together efficiently because this model gives people a shared way of thinking about behavior change.
The equation ‘B=MAT’ rolls of the tongue and sticks in the brain. The concept it communicates is as simple as the equation itself. ‘Behaviour’ is the word Fogg uses to describe an action that someone might do. The question is how can you train employees to do the right actions. This is the essence of behaviour design.Fogg suggests that three things are needed: motivation, ability and a trigger. When these three things come together, people are capable of changing the world.
Application Prospects: Marketing; Behavioral Finance,analysis of investment behavior.