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behavioural change framework

The document discusses the Com-B model, which addresses capability, opportunity, and motivation as key drivers of behavior change. It outlines physical and psychological factors affecting behavior, along with interventions and policy functions to tackle these issues. Additionally, it highlights limitations and considerations, including overlaps between drivers and the importance of leadership in implementing change.

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13 views

behavioural change framework

The document discusses the Com-B model, which addresses capability, opportunity, and motivation as key drivers of behavior change. It outlines physical and psychological factors affecting behavior, along with interventions and policy functions to tackle these issues. Additionally, it highlights limitations and considerations, including overlaps between drivers and the importance of leadership in implementing change.

Uploaded by

hanamxnjra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Com-b/ nudge theory/ prospect theory

Capability: physical and psychological

Physical
- Being unable to physically carry out desired behaviour
- Tackled by interventions such as modelling, and training, psychological
safety hones more risk taking and innovation
- Done through policy functions such as service provision

Psychological
- Lacking knowledge about benefits of behaviour or the mental skills and
knowledge to carry it out
- Tackled by intervention functions such as education, real-time monitoring
to enhance psychological awareness, data driven evidence of the need for
behavioural change
- Done through policy functions including guidelines, expert opinions

Opportunity: physical and social


Physical
- Lacking time, access, safety, and resources
- Tackled by interventions such as environmental restructuring, regulations
and restrictions
- Done through policy functions such as urban and environmental planning,
fiscal measures, restrictions
Social
- Social norms and expectations contrary to desired behaviour
- Tackled by interventions such as modelling, social support, anchoring
behaviour into organisational culture
- Done through policy functions such as community engagement, marketing
and communication leveraging nudges such as social proof and
comparison or priming to normalise behaviour, scarcity-based nudges

Motivation: reflective and automatic


Reflective
- Motivation based on logical, and conscious rational decisions
- Tackled by interventions such as incentivisation, coercion, persuasion
- Done through policy functions such as fiscal measures, marketing or
communication using framing and loss aversion, regulations, gamification,
ownership and control as rational human drives.
Automatic
- More emotional, habitual, unconscious
- Tackled by intervention functions such as marketing and communications,
motivational campaigns using priming or salience cues to make desired
behaviour more habitual and unconsciously adopted, social restructuring
such as default opt-ins to reduce friction in decision making and because
people are likely to remain with an initial course of action due to status
quo bias and inertia.
- Biases and heuristics: humans have commitment biases, status quo bias,
cognitive overload and inertia.

Limitations and considerations:


- Some overlap between each key driver of change such as physical ability
and physical opportunity
- Doesn’t account for extenuating variables such as having a strong guiding
coalition- kotters 8 step process on the other hand emphasizes the need
for strong committed and influential leadership alongside the need for
diverse teams to create change
- Consider which levels to apply certain interventions,

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