The COM-B Model and the Theoretical Domains Framework In part 1 of this series , I introduced behavioral science as a multidisciplinary field that combines psychology, economics, anthropology, human-centered design, and systems thinking (among others) to understand how people make choices. I wrote about how this field goes far beyond the popular understanding of cognitive biases and "nudges" that became well-known during the behavioral economics heyday. I emphasized that behavioral science provides us with powerful thinking tools..models and frameworks like COM-B, TDF, and ISM (Individual, Social, Material)..that help us navigate complexity, analyze insights efficiently, and avoid relying solely on intuition or experience.
I showed how the ISM model, developed by the Scottish Government, can break down behavior drivers into individual, social, and material contexts, as demonstrated in the electric vehicle adoption example. It's important to remember that these models are representations..they won't be 100% applicable to every context. As I noted previously, you need to apply critical thinking to determine which frameworks are appropriate for your specific challenges.
Behind these models are theories that you may need to explore more deeply depending on your needs. Today, I thought I would give you a bit more on the analysis part - covering in more detail two other tools, the COM-B model and the Theoretical Domains Framework (TDF). You can read the full article on my insights page here