Understanding (a clearly specified) behaviour in context in order to develop interventions more likely to prove effective in changing that behaviour.
There are several approaches that can be adopted to understand behaviour in context and develop interventions. The framework outlined here is based on COM-B and the Behavioural Change Wheel (BCW), which is a credible and accessible approach to behaviour change with a wide range of supporting resources. We suggest that COM-B and the BCW provide the most helpful default approach to applied behaviour change.
The BCW is a 3-layered wheel with the behaviour "system" (COM-B) at the centre, the methods for changing behaviour (Intervention Functions) in the surrounding layer and the high-level societal and organisational strategies for implementing and sustaining behaviour change (Policy Categories) as the outermost layer.
Ipsos Point Of View
Behaviour change needs both science and application. To optimise the chances of achieving behaviour change requires identification of a target behaviour, investigation of the target behaviour in context, design of an intervention that:
- targets one or more of the determinants underpinning the target behaviour
- is able to change the behaviour in the first place
- has been translated into a practical application - matching the population, culture and context of the target behaviour – and effective implementation of that intervention.
The process of behaviour change should draw on relevant behavioural theory, design thinking, user centred design and appropriate evaluation.
[EVENT] Approaches for Impulse and Considered Purchases @ARF NxNE
June 15-19 - The Advertising Research Foundation is hosted a week-long virtual conference featuring experts from brands, creative agencies and academia who will share insights to help marketers influence behavior, build brands and navigate the new normal.