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Understanding what influences behaviour is key to making behaviour change possible. As behaviour change experts, we make it our business to know about the best behaviour models out there, so we can make the biggest impact possible with our campaigns.
In this guide, we focus on the COM-B model, which proposes 'Behaviour' is a result of 'Capability', 'Opportunity' and 'Motivation'. We explore the components to these determinants of behaviour and how this model can be utilised to make long-term behaviour change. In this guide we use the example of inactivity and how the use of the COM-B model could be used to increase active behaviour. Once applied, this model can be used to tackle even the toughest social issues.