Hands-On UX Design for Developers

Models of behavior change

For centuries, different researchers and philosophers have been studying how and why we take the actions we do. Usually, this kind of research was mostly focused on people's minds to understand what makes them act and why they are taking those specific actions.

We discussed Fogg's behavior model in Chapter 3, User Behavior Basics and User Research, so we will not repeat it here, but here I will cover another model of behavior change, which is Ajzen's theory of planned behavior.

This theory dates back to 1991 and was founded by Ajzen, a professor of psychology at the University of Massachusetts at Amherst.

In this theory, Ajzen focuses on how our intentions to act are formed as a product of attitudes, norms, and perceived ...