Behavior change, frameworked
Behavior change can be as varied as the issue it's trying to solve—just think about all the different problems there are out there. It’s not surprising that many different toolkits have been created to tackle all of that. Now that you’ve put some thought into learning the ingredients of a good behavior change toolkit, let’s walk through some of the ‘pre-packaged’ toolkits out there—also called behavior change frameworks. As you’ll see, while all behavior change frameworks broadly try to get some ‘behavior change’, they can differ wildly from each other. Some, like COM-B and the Transtheoretical Model (TTM), try to cover a lot of ground, providing comprehensive approaches that encompass various stages and factors influencing behavior change. Others, like the Fogg Behavior Model, focus on more specific aspects, offering targeted strategies for particular contexts or types of behavior. By exploring these different frameworks, you’ll be able to adapt to whatever project needs are in front of you.
Obligatory AI sidenote
It’s important to note that while we talk about behavior change frameworks as something meant to be wielded by humans, oftentimes the behavior change interventions we see in digital environments (where many of us spend the majority of our productive hours) are a combination of human thought and some sort of algorithmic magic. So, while these behavior change frameworks represent a codified and human-centric approach to designing interventions, much of the behavior change we experience may be happening through methods like deep learning and reinforcement learning. However, behavior change can go both ways—that is, the concepts described in the frameworks below are sometimes adapted for machine learning contexts to help us create better algorithms. For instance, the "Reward Modeling" approach attempts to shape AI behavior by carefully designing reward functions, much like how positive reinforcement works in human psychology. This cross-pollination between human and AI behavior change theories is opening up new frontiers in both fields, raising intriguing questions about the nature of behavior, decision-making, and even consciousness itself.
Back to our regular programming
The behavior change frameworks below represent some of the most widely used and researched approaches in the field. Each has its strengths and limitations, and understanding them will give you a robust toolkit for addressing various behavior change challenges:
COM-B Model (Capability, Opportunity, Motivation - Behavior)
So we’ve established that there is a behavior you want to change, promote, or stop—but what are the components that will make it happen? This article will introduce you to the COM-B model, which focuses on an individual’s levels of Capability, Opportunity, and Motivation to result in a Behavior. This model was introduced as a way to fill in the gaps of past behavior change strategies and has since been used to drive more effective and targeted intervention strategies.
Self-Determination Theory (SDT)
Pause for a moment and ask yourself: what makes you tick? This article on self-determination theory gives you a unique way to understand why we do what we do. The theory says we're driven by three main things: the need for autonomy, relatedness, and competence. Intrinsic motivation is one of our most precious resources, and by using SDT, we can better understand it and create interventions that are more sustainable in the long run.
EAST (Easy, Attractive, Social, Timely)
Another simple outline for behavior change is the EAST framework. Used for larger-scale policymaking, the EAST framework suggests that for the best outcomes, behavior change needs to be Easy, Attractive, Social, and Timely. This means making the desired behavior as simple as possible (Easy), highlighting the benefits to make it appealing (Attractive), leveraging social influence (Social), and timing interventions when they are most likely to be effective (Timely). Read the full article to discover how this framework can be applied!
Take a look at the MINDSPACE framework, another handy tool for nudging behavior change. It stands for Messenger, Incentives, Norms, Defaults, Salience, Priming, Affect, Commitments, and Ego. By focusing on these elements, you can create subtle cues that guide people toward better choices. For example, setting healthy snacks as the default option (Defaults) can promote better food choices, or highlighting that most people recycle (Norms) can encourage eco-friendly behavior.
The best thing about the 4E framework is how adaptable it is—we call it the Swiss Army knife of behavior change. Depending on the industry and goals the acronym changes, making it incredibly versatile (don’t worry, this page will provide you with some examples). Whether you're in healthcare, education, or any other field, this framework helps tailor interventions to fit specific needs to promote desired behaviors.
Though many of us take it for granted, around the world not everyone has access to effective sanitation. And, while the first step is making clean spaces and sanitation products available, we also have to address the behavior that goes along with it. The SaniFOAM framework stands for focus, opportunity, ability, and motivation. Read the complete article to learn about how these components are brought together to promote the adoption of sanitary habits.
This framework identifies three key driving forces behind behavior change: motivation, ability, and prompt. In this article, we explore the Fogg Behavior Model, which highlights the interesting relationship between these three factors, showing how one can compensate for another to drive effective behavior change.
The CrI2SP Framework is a tool often used by organizations and professionals in strategic planning, especially in fields like public health, sustainability, and development. It helps guide decision-making by asking five key questions that focus on communication, resources, incentives, information, society, and psychology. Take a look at this reference page on the CrI2SP framework and see how it’s put to use to ensure that people have the support they need to achieve the target outcomes.
There are few things more important than our health… yet we don’t always act like it. In this article, we explore how the Health Belief Model explains and predicts health behaviors through six key factors—and how we can target those factors to encourage better health habits.
The Transtheoretical Model (TTM)
Behavior change is anything but linear—and in the early stages, we must plan for failure. On the road to change, it’s easy to fall back into old habits. When that happens, we need some extra support to push us forward. In this article, you’ll read about how the transtheoretical model takes this into account by recognizing six main stages of change to describe both our readiness for change and its actual execution.
