The research, plainly
BJ Fogg's behavior model puts ability alongside motivation: when behavior stalls, adding motivation is expensive but removing difficulty is cheap. Classic field work agrees — in Leventhal's tetanus study, a campus map moved students to act when fear appeals alone couldn't.
The receipt: Fogg, 2009
What it means for events
When motivated attendees aren't acting, stop shouting and start hunting friction: the form field, the login, the second click, the walk across the hall. Most conversion battles are won by whoever demanded one less step.
Where to run it
Registration & RSVP
One tap, no account, autofill everything. Each form field is a toll booth with a measurable abandon rate.
In-room actions
QR to a pre-filled page, tap-badge to express interest — the ask must be completable in the seconds the motivation lasts.
Content follow-up
The deck link that needs no login gets opened; the portal that needs a password gets intended.
Seen in the wild
Related concepts
Now use it
Score your own event against principles like this one — or make the whole vocabulary official.
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