Behaviour Change Frameworks

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We have gathered the leading behaviour change frameworks. These can be used to guide the development and evaluation of interventions aiming to improve society.

COM-B

The COM-B model, part of the broader Behaviour Change Wheel, proposes that behaviour change is influenced by three components: capability (individual's psychological and physical ability), opportunity (external factors that enable or hinder behaviour change), and motivation (reflective and automatic processes that drive behaviour). This model helps identify intervention strategies based on the specific barriers and facilitators within each component.

The COM-B model is a theoretical framework that is widely used in the field of behavioural science and psychology to understand, explain and change behaviour. It was developed by Susan Michie and her colleagues as part of the behaviour change wheel, a comprehensive framework for designing and evaluating behaviour change interventions.

The COM-B model proposes that behaviour is the result of the interaction between three components: Capability, Opportunity, and Motivation. These components are seen as necessary conditions for a behaviour to occur and can be influenced by external factors.

Capability: Capability refers to the individual's psychological and physical capacity to engage in a particular behavior. It includes both physical and psychological abilities. Physical capability encompasses the person's physical strength, skills, and knowledge, while psychological capability involves their cognitive and emotional abilities, such as problem-solving skills or self-efficacy.
Opportunity: Opportunity refers to the external factors that enable or constrain the behavior. It includes the physical and social environment in which the behavior takes place. Physical opportunity includes aspects such as time, resources, and environmental conditions, while social opportunity encompasses social norms, support, and cultural factors.
Motivation: Motivation represents the individual's conscious or unconscious desires, needs, and goals that influence behavior. It includes reflective and automatic processes. Reflective motivation is the result of conscious decision-making, weighing pros and cons, and considering personal values and beliefs. Automatic motivation, on the other hand, involves impulsive or habitual responses driven by immediate rewards or cues in the environment.

The COM-B model proposes that all three components need to be present for a behaviour to occur. If any component is lacking, behaviour change becomes more challenging. Therefore, interventions can target any or all of these components to facilitate behaviour change.

Socioecological Model

The socioecological model takes a holistic approach to behaviour change by considering multiple levels of influence, including the individual, interpersonal relationships, community, and broader societal factors. It recognises that behaviour is influenced by complex interactions between individuals and their environments.

The socioecological model consists of five interrelated levels, each representing a different sphere of influence on health. These levels are:

Individual Level: At the innermost level, the individual is the focus of attention. Personal characteristics such as knowledge, attitudes, beliefs, and behaviours play a significant role in health outcomes. Factors such as genetics, age, gender, education, and socioeconomic status can also influence individual health behaviours and outcomes.
Interpersonal Level: This level encompasses relationships and interactions with family, friends, peers, and social networks. These social connections can either support or hinder health behaviours and outcomes. For example, family support for healthy eating and exercise can positively influence individual behaviours, while negative peer pressure can have adverse effects.
Organisational Level: This level includes organisations such as schools, workplaces, healthcare settings, and community groups. Organisational policies, practices, and resources can shape health behaviors and outcomes. Examples include workplace wellness programs, school nutrition policies, and healthcare providers promoting preventive care.
Community Level: The community level involves the physical and social environments in which individuals live, work, and play. Factors such as neighbourhood safety, access to healthcare facilities, availability of recreational spaces, and community norms greatly influence health behaviours and outcomes. Community-level interventions may focus on improving access to healthy food options, creating safe walking paths, or implementing anti-smoking campaigns.
Policy Level: The outermost level represents broader societal factors, including laws, regulations, and government policies. Policies related to healthcare, education, employment, urban planning, and social welfare can have a significant impact on population health outcomes. Examples include tobacco control policies, mandatory vaccination programs, and policies promoting health equity.

The socioecological model recognises the dynamic and interactive nature of these levels, highlighting that changes at one level can have cascading effects on others. It also emphasises the importance of multi-level interventions that address multiple spheres of influence simultaneously to promote positive health outcomes.

Self-Determination Theory

Self-Determination Theory is a widely recognised framework for understanding human motivation and behaviour. Self-Determination Theory proposes that humans have three basic psychological needs: autonomy, competence, and relatedness.

Autonomy: Autonomy refers to the fundamental need to experience a sense of choice, volition, and self-endorsement in one's actions. It involves feeling in control of one's own behavior and having a sense of personal agency. Individuals with a high level of autonomy tend to engage in activities that align with their values, interests, and personal goals.
Competence: Competence involves the need to feel effective and capable in one's interactions with the environment. It encompasses the desire to master new skills, achieve success, and make progress toward personal goals. When individuals perceive themselves as competent, they are more likely to experience intrinsic motivation and engage in activities that promote growth and development.
Relatedness: Relatedness refers to the need to establish meaningful connections and experience a sense of belonging with others. It involves forming close relationships, feeling connected to a social group, and experiencing emotional support and intimacy. Satisfying the need for relatedness contributes to well-being and enhances motivation, as people are social beings who thrive on social connections.

When these needs are satisfied, individuals are more likely to experience intrinsic motivation and engage in self-determined behaviours. In the context of behaviour change, Self-Determination Theory emphasises the importance of supporting individuals' autonomy and fostering intrinsic motivation. Self-Determination Theory distinguishes between different types of motivation, ranging from intrinsic motivation to extrinsic motivation. Intrinsic motivation is driven by internal factors, such as personal interest, enjoyment, and satisfaction derived from the activity itself. Extrinsic motivation, on the other hand, is driven by external factors, such as rewards, punishments, or social pressures.

Levers for Change Model

A Lever for Change refers to a mechanism that facilitates behaviour change and has the capacity to generate positive impacts that extend beyond its initial intention. In the Levers for Change model, there are three fundamental levers of change: People, Place, and Purpose. These levers operate at a macro-level and have the capability to bring about transformative change on a large scale. In addition to these macro-level levers, there are micro-level levers that can be used to induce more nuanced behaviour change.

The People Lever of Change relates to the influence exerted by social dynamics, norms, and interactions on individual behaviours and collective actions. By harnessing the power of social networks, peer influence, and community engagement, this lever can shape behaviours, encourage cooperation, and foster the adoption of new practices across diverse populations.
The Place Lever of Change encompasses the impact of the physical environment on behaviour. It recognises that individuals are influenced by their surroundings, such as their built environment, natural landscapes, and resource availability. By creating environments that promote sustainable practices, facilitate healthier choices, and reduce barriers to desired behaviours, this lever can drive significant changes in individual and societal actions.
The Purpose Lever of Change emphasises the importance of personal values, beliefs, and meanings in shaping behaviour. By aligning actions with individuals' intrinsic motivations and providing a sense of meaning and fulfilment, this lever can inspire behavioural shifts that endure over time. It recognises that people are more likely to adopt and sustain behaviours that resonate with their values and contribute to their sense of purpose.

While these three core levers of change operate at a macro-level, it is essential to recognise the significance of micro-level levers. These micro-level levers consist of targeted strategies, interventions, and techniques that can bring about subtle yet meaningful changes in behaviour. Examples of micro-level levers include personalised feedback, nudges, incentives, educational campaigns, and individualised goal-setting. These interventions are tailored to specific contexts, populations, and behaviours, and can effectively complement the broader impacts generated by the macro-level levers.

Behaviour Centred Design

The Behaviour Centred Design framework is an approach that focuses on understanding and addressing human behaviours to design effective interventions and solutions. The Behaviour Centred Design framework is an eight-step process which includes:

Define the problem: The first step is to clearly define the problem or behaviour that needs to be addressed. This involves understanding the context, identifying key stakeholders, and specifying the desired outcome.
Conduct a behavioural analysis: This step involves conducting a comprehensive analysis of the target behaviour. It includes identifying the factors that influence the behaviour, such as individual motivations, social norms, and environmental factors.
Develop behavioural insights: Based on the analysis, behavioural insights are developed to understand why people engage in certain behaviours and what factors drive or hinder those behaviours. These insights help uncover the underlying determinants and inform intervention strategies.
Design interventions: With a deep understanding of the behavior and its determinants, interventions are designed to effectively address the identified problem. This includes selecting appropriate strategies, techniques, and communication channels to influence behaviour change.
Test and iterate: The designed interventions are tested and refined through iterative cycles of implementation and evaluation. This helps gather feedback, assess the effectiveness of the interventions, and make necessary adjustments.
Scale up and sustain: Once the interventions have proven effective, they can be scaled up for broader implementation. Strategies for sustaining behaviour change in the long term are developed, including policy changes, creating supportive environments, and strengthening social norms.
Monitor and evaluate: Monitoring and evaluation are essential throughout the process to assess the impact of the interventions and ensure they are achieving the desired outcomes. This involves collecting data, analysing results, and using the findings to inform future interventions.

The Behaviour Centred Design framework places a strong emphasis on understanding human behaviours, engaging with the target population, and tailoring interventions to specific contexts. It aims to create sustainable behaviour change by addressing the underlying determinants and promoting positive behaviours.

The EAST Framework

The EAST framework of behaviour change is a practical and user-friendly approach developed by the Behavioural Insights Team (BIT) to help policymakers and practitioners design effective interventions to change behaviour. EAST stands for Easy, Attractive, Social, and Timely, and it provides a set of four key principles that can be applied to influence positively influence behaviour.

Easy: Making the desired behaviour easy to do increases the likelihood of people adopting it. This principle involves reducing the effort required to perform the behaviour and removing any barriers or obstacles that might hinder it. For example, simplifying the steps involved, providing clear instructions, or automating certain processes can make the behaviour easier to accomplish.
Attractive: Making the desired behaviour appealing and attractive encourages people to engage in it willingly. This principle focuses on designing interventions that capture attention, evoke positive emotions, or provide immediate rewards or benefits. Utilising visual cues, personalisation, gamification, or incorporating social norms can enhance the attractiveness of the behaviour.
Social: Highlighting the social aspect of behaviour can influence individuals by leveraging the power of social influence and norms. This principle emphasises the impact of social connections, peer pressure, and social approval on behaviour change. Strategies such as using social norms, peer comparisons, or testimonials can promote social reinforcement and encourage individuals to adopt the desired behaviour.
Timely: Ensuring that the behaviour change intervention occurs at the right time maximises its effectiveness. This principle involves considering the timing, context, and relevance of the intervention. Understanding the specific situations or moments when people are more likely to be receptive to change can enhance the impact. For instance, targeting individuals at key decision points or leveraging life events can increase the chances of behaviour adoption.

The EAST framework provides a practical and evidence-based guide to designing behaviour change interventions. It recognises the importance of simplicity, attractiveness, social influence, and timeliness in shaping human behaviour and provides a systematic approach to leverage these factors effectively.

MINDSPACE

The MINDSPACE framework is a behavioural approach that was developed by the UK government to understand and influence people's behaviour. It provides a set of principles that policymakers can apply to design interventions that help individuals make better choices. The framework takes into account various factors that influence human behaviour and decision-making. There are nine influences on behaviour included in the framework:

Messenger: The choice of messenger or the source of information matters. People are more likely to respond positively to messages delivered by trusted sources or influential individuals.
Incentives: Incentives play a crucial role in shaping behaviour. People are more likely to respond to incentives that align with their self-interests and desires.
Norms: Social norms influence behaviour. People are more likely to follow the behaviour of others if they perceive it as the norm. By leveraging social norms, policymakers can encourage desirable behaviours.
Defaults: Default options significantly impact decision-making. People tend to stick with the default option presented to them. By carefully selecting defaults, policymakers can influence behaviour without limiting choices.
Salience: The way choices are presented can influence decision-making. Making important information more salient or visible can guide people towards certain choices.
Priming: Priming refers to the influence of subconscious cues on behaviour. By exposing individuals to specific stimuli, policymakers can influence subsequent decision-making.
Affect: Emotional responses influence decision-making. By appealing to people's emotions, policymakers can shape behaviour effectively.
Commitments: People often make commitments that influence their future behaviour. By getting individuals to make public commitments or set personal goals, policymakers can encourage desired actions.
Ego: People's self-identity and self-image affect their behaviour. By aligning interventions with individuals' self-perception, policymakers can encourage positive behaviour change.

The MINDSPACE framework recognises that human behavior is influenced by a complex interplay of various factors, including social norms, emotions, cognitive biases, and environmental cues. By understanding these factors, policymakers can design interventions that help people towards making better choices.

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