Fogg Behavior Model (B=MAT)

Biological Parallel

A predator attacks when three factors converge: Motivation (hunger), Ability (prey is catchable), and Trigger (prey moves into range). Remove any factor and behavior collapses—well-fed lions don't hunt, injured cheetahs can't chase, hidden prey go unnoticed. B=MAT isn't psychology; it's the activation equation for all animal behavior. Designers manipulate these variables: increase motivation (scarcity), reduce ability threshold (one-click), and provide triggers (notifications). Behavior is chemistry, not choice.