Want an example of how to categorize influences/barriers using a behavioral science framework? (COM-B in this case?)
This example from The Behavioural Insights Team is clear and simple and breaks down the COM-B components nicely with some statements to get you thinking.
💡 Tip: You could turn them into questions, categorize them or if you are a pro, you could take your current interviews/ research and sort them to COM-B.
They can then be placed at key parts of the journey!
Here are some examples from the picture:
Capability
Psychological/cognitive capability -People don’t know how to perform the behavior. -People are not aware of the options available to them.
Opportunity
Physical opportunity -The environment in which the behavior takes place makes it difficult or impossible. -People do not have the time and resources to perform the behavior.
Social opportunity: -Role models and/or peers discourage the behavior. -The behavior is not the norm.
Motivation
Reflective Motivation -The behavior is not in line with how people view themselves. -The behavior will lead to (perceived) negative outcomes.
Automatic motivation -The behavior is not a habit. -Nobody or nothing holds the individual accountable.
Let me know how it goes, and if you want to learn more about how to use this, make sure to check out my free guides :)
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