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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. The model was developed by University College London. In a simultaneously A second best practicepublished paper focuses on the B=MAT (now known as the B=MAP) model developed by Stanford Professor and behavioural psychologist BJ Fogg.