In BJ Fogg’s behavior model, motivation is one of the three key factors that determine whether a person will engage in a desired behavior. The other two factors are ability and trigger. Motivation refers to a person’s level of desire or intention to perform the behavior in question. If a person is highly motivated to perform the behavior, they are more likely to do so. Motivation can be increased through a variety of means, such as providing incentives, rewards, or feedback. For example, if a person wants to start eating healthier but doesn’t feel motivated to do so, providing them with information about the health benefits of healthy eating can increase their motivation to make a change.