The COM-B model of behaviour
Understanding what influences behaviour is key to making behaviour change possible. As behaviour change experts, we make it our business ...
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At Social Change UK, we employ behavioural science and psychological theory in order to understand human behaviour so that we know how best to change it. One area which has recently piqued our interest is habit theory.
Habit theory explores the psychology of the many habits which make up our behaviour. It proposes that behaviour is tied to the context in which it occurs due to a learned stimulus-response association. When we are faced with the situational cues related to the context, we execute the associated behaviour.
We are both consciously and unconsciously aware of our habits, many of which are automatic. In some cases, the automaticity of a habit can be so strong that it overrides behavioural intention, which may actually be different. As such, we can often execute a given behaviour without even being aware that we are doing it.
In this paper, we explore what habit theory is and how we can work to change habits in order to support efforts to change behaviour for the better. Once you’ve had a read, if you want to find out more about the approaches and disciplines we use to create positive social change, then get in touch with our team today!
