Consumers are most likely to act on a trigger ad when motivation and ability are at their peak
9pm
Motivation & ability are fluid based on context
Source: Study by Dr B.J. Fogg, Director, Stamford Behavior Lab
Time
Day
Month
Weather
Environment
JAN
DEC
Motivation
Activation
Ability
NO ACTION
ACTION
–
+
–
+
LOW
HIGH
SAT
JUN
JAN
MON
8am
