The Ultimate Guide to Behavioral Science Models, Frameworks and Theories (Part 1)
Use these as thinking tools to help you get better outcomes
Hi there, I’m Robert and welcome to my behavioral insights page. You will find posts about behavior, psychology and decision making to help grow products, innovate services and improve employee experiences.
This is the first part in a 3 series where I will be looking at different frameworks, models and theories that can help you design for behavior change.
At the end of the series, I will be sharing with you a database of all the work, so you can easily find, sort, filter and find resources.
I believe it is important for practitioners (like myself) to understand that behavior is complex and that it goes beyond the traditional nudging or cognitive biases.
By no means are these models, frameworks and theories meant to be a 100% correct representation of people and behavior, but they are useful as thinking tools, as ways to understand what may or may not work, and really as a way to de-risk your hypotheisis and have a greater chance of success.
Ok, let’s start by distinguishing the differences between a Models, Theory and a Framework.
Model
A model aims to describe (what happened) and represent/explain in an intentional way a phenomenon or a specific aspect of it. A model represents a system consisting of ‘constructs’ and the relationship between these (Nilsen et al., 2015).
Framework
A framework aims to describe a structure, overview, outline, system or a plan, and explain the relationships between the different descriptive categories (concept, construct or variables) and how they might be related to one another. It aims to give a big-picture overview, but it doesn't explain.
Theory
A theory describes and explains (why or how it happened). A theory is made up of different variables that should help predict and examine the factors that could influence the outcome. A ‘good theory’, as described by Nilsen and colleagues (2015), is when the theory explains why and how a specific relationship leads to specific events.
A theory or model typically consists of 'constructs,' representing objects, events, or states of affairs. Constructs are the building blocks of the theory, forming its essential components (Michie et 2014).
Why are Theories, Frameworks, and Models helpful? and what can we use them for?
Theories, models and frameworks are important tools for Innovators, designers and change makers as they can be used in various ways to help understand, design and/or evaluate intervention in an evidence-based.
Summarises current state of knowledge
Structures thinking and guides research.
Describe and guide the process of translating research into practice
Understand and/or explain what influences implementation outcomes.
Evaluate the implementation of an intervention.
Provides a framework to facilitate the accumulation of evidence communication across research groups
Promote the design of effective behaviour change interventions”
How to select:
Choosing the most relevant theory can be challenging as there are many theories, many of which overlap, and there can be a lack of specific guidance on how to select the main one (Michie, 2008).
Therefore, when deciding which theory to include, it is very important to consider the target population, contextual relevance, the theory's intended purpose, its applicability to observed behaviors, and the potential advantages and limitations it presents rather than selecting based on ‘intuition’ or because of popularity.
Also, it is essential to maintain detailed records of the rationale behind the theory selection and its purpose. Such documentation helps navigate the process and facilitates future evaluation (Davis et al., 2015).
Sources:
(Nilsen et al., 2015), (Davis et al., 2015), (Michie et 2014)
10 Theories, Models and Frameworks
1. Health Belief Model
By Rosenstock, Godfrey and colleagues, 1950
The Health Belief Model is a theoretical framework that helps explain and predict health-related behaviors. It suggests that people's beliefs and attitudes about health, illness, and healthcare influence their health-related behaviors.
It suggests that people are more likely to take preventative measures if:
They perceive the threat of the health risk to be serious (Perceived Severity)
They are personally susceptible (Perceived susceptibility to the disease)
If they feel there are fewer costs than benefits to engaging in protection (Michie et al., 2015)
The model has four main components.
Perceived Threat of the disease
Perceived susceptibility
Perceived severity
Evaluation of the behaviour of taking action
Perceived benefits
Perceived barriers
Self-efficacy: The individual beliefs about whether or not they are capable of taking action
Cues to action (internal or external)
Example: A smoking cessation app can highlight the risks of smoking (perceived susceptibility/severity), the benefits of quitting, and strategies to overcome barriers like withdrawal symptoms.
Diagram:
Source:
Rosenstock, I. M. (1974). The health belief model and preventive health behavior. Health education monographs, 2(4), 354-386.
2. Social Cognitive Theory
By Albert Bandura, 1986
The Social Cognitive Theory (SCT) is a psychological theory that emphasizes the role of social interactions and cognitive processes in shaping human behavior.
The SCT proposes that people learn by observing the behaviors of others and the consequences that follow from those behaviors.
For us to adopt a behaviour, Bandura suggests four conditions must be met.
We have to pay attention to the behaviour being modelled, remember it (retention), reproduce it and be motivated (Nabavi & Bijandi , 2011).
Based on the theory, rewarding actions are more likely to be mimicked, but punishing actions are more likely to be avoided (Bandura, 1969).
The theory also emphasises three factors that influence the behavior:
The personal factors of the individual: Cognitive, affective and biological (e.g., knowledge, expectations and attitude)
The role of the environmental factors
The Behavioral Factors (such as skills and practice)
Diagram:
Source:
Bandura, A. (1999). Social cognitive theory of personality. Handbook of personality, 2, 154-96.
Website links: (MeduPen) (Very Well)
3. Self-efficacy Theory
By: Albert Bandura, 1977
Self-efficacy is a concept introduced by Albert Bandura, but it can also be used as a theory. To understand the theory, we first need to know the meaning of Self-efficacy.
Self-efficacy refers to an individual’s belief in their capacity to execute behaviors necessary to produce specific performance outcomes. It is the overall beliefs and confidence in our (ones) ability to influence and control over one’s environment.
Self-efficacy theory suggests that individuals' beliefs in their “Self-efficacy” are developed by four sources:
Constructs:
Performance accomplishments (Mastery experience): Are the individual's past performance outcomes the most effective sources of information (e.g., performing goof in a task in the past, feel more competent to do it in the future).
Mechanism: Unsuccessful attempts weaken the performance, while successful strengthen it.
Vicarious experience: Observation of other's performances of the behaviour, influences self-efficacy.
Mechanism: Watching others succeed in the behaviour can increase the self-efficacy, while not succeeding can lower it
Verbal persuasion: What other people say about the behaviour (performance or ability) can impact
Emotion arousal: High arousal situations( more stressful) can impact the performance of the behaviour
Mechanism: not experience high arousal, more likely to have high self-efficacy expectations
Application:
‘I believe that they will be able to run 5km
‘I intend to reduce my smoking’
‘Feeling confident of getting back on track and improving the chronic illness’
Source:
Bandura, A (1977). Self-efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review. 84 (2): 191–215.
Website links: (Barkley)
4. Theory of Planned Behaviour
By Icek Ajzen, 1991
The Theory of Planned Behavior (TPB) is a social psychology theory that helps explain how people's attitudes, beliefs, and intentions influence their behavior.
The TPB suggests that the individual's attitudes towards behaviour, subjective norms and perceived behavioural control influence a person's behavior. The theory consists of 4 components:
Attitude; Subjective Norm
Intention
Perceived behavioural control
Behaviour
Source:
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Website links: (Medupen)
5. Transtheoretical Model
By: Prochaska and DiClemen, 1989
The Transtheoretical Model (also called the Stages of Change Model), explains the individual’s readiness to make a Change. The model proposes that Behaviour Change occurs in five (or six including termination) stages.
The theory was used first by examining the experiences of smokers who quit on their own with those requiring further treatment to understand why some people were capable of quitting on their own.
Pre-contemplation: Not yet acknowledging there is a problem, and no intention of taking action.
Contemplation: Acknowledges there is a problem and intention to take action at some point
Preparation: There is an intention to take action
Action: Changing the behaviour
Maintenance: Behavior has been changed and continues to be maintained
Termination: There is no desire to return to prior negative behaviors.
The model recognises that behavior change is rarely linear and often involves stages of progression and regression.
Relapse is a common occurrence in the process of behavior change and can happen at any stage of the TTM.
Application:
Personalise Mobile Apps to users at the different stages of readiness to change, providing relevant information and support.
Precontemplation- user is not aware on the importance of increasing Physical activity for 3 times per week (so we can provide educational content).
Action: The user is ready to engage in Physical Activity (so providing a goal-setting feature)
Relapse- if the action does not work, they can relapse and go back again to another stage.
Source:
Grimley, D., Prochaska, J. O., Velicer, W. F., Blais, L. M., & DiClemente, C. C. (1994). The transtheoretical model of change. Changing the self: Philosophies, techniques, and experiences, 201-227.
Website links: (LINK) (Lamorte, nd) (Prochaska & Velicer, 1997)
6. Self-determination Theory
By Edward Deci & Richard Ryan
Self-Determination Theory (SDT) represents a broad framework for studying human motivation and personality.
Two main ways of motivation (extrinsic and intrinsic) affect how we behave and who we are.
Self-Determination Theory (SDT) suggests that when an individual has self-determination, they can make choices and feel greater control of their life. Thus, to achieve this, SDT suggests that for intrinsic motivation to happen, people need to satisfy and fulfil the three psychological needs - Competence, Autonomy and Relatedness (Ryan & Deci, 2020).
Constructs:
Autonomy: initiative and ownership in one’s actions.
Competence: feeling of mastery, a sense that one can succeed and grow.
Relatedness: a sense of belonging and connection.
Thus, if these three psychological needs are fulfilled; people could become more self-determined and thus motivated to grow, change and take action.
However, other factors and variables can also affect or inhibit the effect; such as extrinsic motivation (it can lower self-determination) or positive feedback (it can boost it).
Source:
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68-78.
7. Control Theory
By Carver & Scheier, 1982
The control theory, as proposed by Carver and Scheier, suggests that behavior is governed by a negative feedback loop. This loop involves comparing one's perception of the current state with a desired goal state. When a perceived discrepancy exists between the two states (current vs goal state), individuals are motivated to reduce it by adjusting their behavior.
The theory has six main constructs:
Constructs
Goal
Input function: Setting a goal services a benchmark or self-reference point
Comparator
Output function (behaviour): adjusting or maintaining the behaviour
Impact on environment: perception about the current situation
Disturbances: (Obstacles, challenges) that can threat the ability to stay in control
Application:
Set point (setting a goal): daily step count set by individual (1k)
Comparator: tracking device monitors
Effector: The individual engages in Physical Activity (walking) to meet goal
Feedback loop: Individuals receive feedback of daily step count - adjust as needed
(Diagram from Becker, 2020: towards a costumer-centric perspective of customer experience)
Source:
Carver, C. S., & Scheier, M. F. (1982). Control Theory: A Useful Conceptual Framework for Personality-Social, Clinical, and Health Psychology. Psychological Bulletin, 92, 111-135.
Website links: http://dx.doi.org/10.1037/0033-2909.92.1.111
8. Operant conditioning
By B.F Skinner, 1953
The operant conditioning theory, a fundamental concept in learning psychology, explains how behavior can be influenced by its consequences. According to this theory, behaviors can be strengthened or weakened through various types of reinforcements and punishments
Positive Reinforcement:: Presenting with something positive increases the frequency of a behaviour
Negative Reinforcement : Removing something negative; increases the frequency of a behaviour when removed
Positive Punishment: presenting with something negative; decreases the frequency of the behaviour
Negative Punishment removing something positive: decreases the frequency of the behavior
Application: Offering praise and a small reward (e.g., stickers) when children choose and eat a healthy snack.
Source:
Skinner, B. F. (1953). Skinner-Operant Conditioning.
9. COM-B Model
By Susan Michie, Maartje van Stralen, and Robert West, 2011.
The COM-B model conceptualises behaviour as part of a system of interacting elements. The model is used to: understand, analyse and identify what needs to change in order for the behaviour to occur and be effective.
The model suggests that Capacity, Opportunity and Motivation are essential for behaviour change.
Capability: Capability refers to the individual's psychological and physical capacity to engage in the behaviour in question.
Physical ability (e.g., physical strength, motor skills)
Psychological ability (e.g., knowledge, cognitive skills).
Opportunity refers to the external factors that either facilitate a behaviour or make it less likely to happen.
Physical opportunity: Created by environment (Space/time, location/services)
Social Opportunity: Created by cultural environment (Peer pressure, social norms, culture)
Motivation: is the process in the brain that directs the behaviour. It includes emotional responses, analytical decision-making, and conscious and habitual decisions
Reflective motivation: high cognitive processes (plans, intentions, beliefs and identity)
Automatic motivation: Automatic processes that are outside our awareness (Emotions, desires, impulses, habits)
10. Theoretical Domains Framework
By Atkins and colleagues, 2017
The TDF is a theoretical framework consisting of 14 domains. It is used to identify the key determinants of behavior and guide the development of effective behavior change interventions.
Behavior change is complex, and there are many factors that influence whether people adopt new behaviors or not. The TDF helps us identify these factors and develop interventions that address them. It adds a layer to and compliments COM-B
Knowledge: : (An awareness of the existence of something)
Skills: (An ability or proficiency acquired through practice)
Memory(Attention and Decision Processes): The ability to retain information, focus selectively on aspects of the environment and choose between two or more alternatives)
Behavioral Regulation: (Anything aimed at managing or changing objectively observed or measured actions)
Beliefs about capabilities:(Acceptance of the truth, reality or validity about an ability, talent or facility that a person can put to constructive use)
Intentions: (A conscious decision to perform a behaviour or a resolve to act in a certain way),
Optimism
Goals: : (Mental representations of outcomes or end states that an individual wants to achieve
Emotion: (A complex reaction pattern, involving experiential, behavioural, and physiological elements, by which the individual attempts to deal with a personally significant matter or event)
Reinforcement: (Increasing the probability of a response by arranging a dependent relationship, or contingency, between the response and a given stimulus)
Social/professional role and identity: (A coherent set of behaviors and displayed personal qualities of an individual in a social or work setting
Environmental context and resources : (Any circumstance of a person’s situation or environment that discourages or encourages the development of skills and abilities, independence, social competence and adaptive behavior)
Social influences: (Those interpersonal processes that can cause individuals to change their thoughts, feelings, or behaviors)
Source:
Atkins, L., Francis, J., Islam, R., O’Connor, D., Patey, A., Ivers, N., ... & Michie, S. (2017). A guide to using the Theoretical Domains Framework of behaviour change to investigate implementation problems. Implementation science, 12(1), 1-18.
Conclusion
All these theories, frameworks and models can be used as a reference point to build up your solution, understand behaviors and analyze influences.
Each theory has it’s strengths and limitations and you will need to understand which one will fit best with your context and project. In order to to this, the first step is to start getting familar with what they are.
In my earlier days of working in design and innovation, I did not really know much about these models and frameworks, and even if I had heard of them, I didn’t pay much attention to how they could be integrated into my work.
Now, I could not imagine not using some of these in combination with the desing and innovation methods I have worked on and practiced over the last years.
I look forward to seeing you in the next part, where I will be looking at EAST, MINDSPACE, BASIC, ISM, 3B’s among others
Thanks for reading,
Robert
If you are curious about my Behavior courses:
https://courses.aimforbehavior.com
If you want to work with us on a challenge: https://www.aimforbehavior.com/consulting-in-behavior-science