How to use the COM-B model for behavioural change

Explores how the COM-B model, developed by University College London, can be applied and utilised for behavioural change.

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Overview

Behavioural change is one of the ‘holy grails’ for any marketer. Effective strategies for getting consumers to start, stop or change a behaviour are much sought after, and success can be elusive. As behavioural science has evolved, experts have developed robust frameworks and models to help apply behavioural science in a rigorous, systematic way, thereby effecting behavioural change.

In this best practice paper, we explore how the COM-B model can be applied and utilised for behavioural change....

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