T.J. Maxx sells products at prices generally lower than other major similar stores. It perfectly illustrates the Fogg Behavior Model’s simplicity factors (money ability.) Since it offers a wide range of brands and products that all generally cheaper than the normal stores’, it leads to the increasing behavior performance due to the increasing ability of both shortening the shopping time of going to various stores and also making the products more affordable for customers. The combination of these abilities could also serve as motivations whenever people want to shop but does not want to spend a lot of money.