Brian Jeffrey Fogg (born August 7, 1963) is an American social scientist and author who is a research associate[1] and adjunct professor[2] at Stanford University.

[9] He earned a second Masters[10] and a PhD in Communications from Stanford,[11] where he served as a teaching assistant to Philip Zimbardo.

[20] His Masters thesis, "Terms of Address Among Latter-Day Saints"[21] and "Names Mormons Use for Jesus: Contexts and Trends"[22] were both published by the Deseret Language and Linguistics Society Symposium in February 1990 and March 1991, respectively.

"[29] In 2009, Fogg's interests gradually shifted from persuasive technology to general human behavior.

[31] The FBM describes three conditions needed for a behavior to occur: (1) motivation (2) ability and (3) a prompt.

Ability can be impacted by time, money, physical effort, brain cycles, social deviance, and non-routine.