COM-B Model (Capability, Opportunity, Motivation - Behavior)
Factors capable of changing behavior: CAPABILITY, OPPORTUNITY, MOTIVATION
- Capability: whether we have the knowledge, skills, and abilities to engage in a behavior
+ Psychological capability: mental states, knowledge, and skills
+ Physical capability
- Opportunity: external factors that make a behavior possible
+ Physical opportunity: physical presence of resources, tools, or spaces needed to
perform a behavior
+ Social opportunity: influence of one’s social network, cultural norms, and
interpersonal relationships on behavior (support, encouragement, pressure)
- Motivation: internal processes that influence decision-making and behavior
+ Reflective motivation: conscious processes that influence behavior, including
planning, decision-making, and evaluating the consequences of actions
+ Automatic motivation: unconscious processes that drive behavior, such as habits,
impulses, and emotional responses
- Application:
+ Tool for designing interventions that improve patient outcomes and encourage
healthy behaviors (e.g., increase vaccination rates)
+ Helps policymakers design and implement interventions aimed at changing
population-wide behaviors
+ Helps organizational leaders identify the barriers to change and design targeted
interventions that address different obstacles (e.g., challenges in encouraging
employees to adopt new processes, embrace cultural shifts, or engage in
continuous learning)
, Self-Determination Theory
- Our social and cultural environment can foster different motivational environments,
which can either promote or thwart our intrinsic motivation
- Across environments, however, we are fundamentally motivated by 3 things:
1) Autonomy: The need to feel as if one agrees with & feels in control of their own behavior
(NOT about being completely independent of others)
2) Relatedness: The need to feel meaningfully connected to others
3) Competence: The need to feel that one does things well or is able to improve one’s ability
=> A person will feel intrinsically motivated to achieve a goal if it supports an individual’s
autonomy, shows tangible improvement over time, or bolsters one’s interpersonal relationships
- Application: Early education, organizational psychology, user experience, health
interventions, parenting, close relationships, motivational psychotherapy, and unhealthy
behavior mitigation
Factors capable of changing behavior: CAPABILITY, OPPORTUNITY, MOTIVATION
- Capability: whether we have the knowledge, skills, and abilities to engage in a behavior
+ Psychological capability: mental states, knowledge, and skills
+ Physical capability
- Opportunity: external factors that make a behavior possible
+ Physical opportunity: physical presence of resources, tools, or spaces needed to
perform a behavior
+ Social opportunity: influence of one’s social network, cultural norms, and
interpersonal relationships on behavior (support, encouragement, pressure)
- Motivation: internal processes that influence decision-making and behavior
+ Reflective motivation: conscious processes that influence behavior, including
planning, decision-making, and evaluating the consequences of actions
+ Automatic motivation: unconscious processes that drive behavior, such as habits,
impulses, and emotional responses
- Application:
+ Tool for designing interventions that improve patient outcomes and encourage
healthy behaviors (e.g., increase vaccination rates)
+ Helps policymakers design and implement interventions aimed at changing
population-wide behaviors
+ Helps organizational leaders identify the barriers to change and design targeted
interventions that address different obstacles (e.g., challenges in encouraging
employees to adopt new processes, embrace cultural shifts, or engage in
continuous learning)
, Self-Determination Theory
- Our social and cultural environment can foster different motivational environments,
which can either promote or thwart our intrinsic motivation
- Across environments, however, we are fundamentally motivated by 3 things:
1) Autonomy: The need to feel as if one agrees with & feels in control of their own behavior
(NOT about being completely independent of others)
2) Relatedness: The need to feel meaningfully connected to others
3) Competence: The need to feel that one does things well or is able to improve one’s ability
=> A person will feel intrinsically motivated to achieve a goal if it supports an individual’s
autonomy, shows tangible improvement over time, or bolsters one’s interpersonal relationships
- Application: Early education, organizational psychology, user experience, health
interventions, parenting, close relationships, motivational psychotherapy, and unhealthy
behavior mitigation
