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Behaviour change wheel
six COM-B determinants of behaviour
QUIZ 4: Designing Effective Behaviour Change Interventions Using COM-B and Behaviour Change Wheel
To support development of effective, context appropriate behaviour change strategies, using the Behaviour Change Wheel (BCW) linked with the COM-B model or TDF is recommended. The BCW provides a “systematic and theoretically guided method for identifying the types of interventions and supporting policies that would be expected to be effective for a given behaviour, context, and target individual, group or population” [21]. It was developed based on a synthesis of 19 behaviour change frameworks identified through systematic literature review, and consists of the following three layers [21]:
- COM-B components: the six sub-components of COM-B comprise the inner circle, or hub of the wheel, including psychological and physical capability, physical and social opportunity, automatic and reflective motivation.
- Intervention Functions: Intervention function refer to broad categories of means by which an intervention can change a behaviour. Nine intervention functions surround the hub and may be suggested depending on the COM-B component targeted for change, including: education, persuasion, incentivisation, coercion, training, restrictions, environmental restructuring, modelling and enablement.
- Policy Categories: seven potential policy categories that can support the delivery of these intervention functions comprise the final outer layer, or the rim of the wheel. These include guidelines, environmental/social planning, communication/marketing, legislation, service provision, regulation, and fiscal measures. Policy categories help you identify the types of policy categories you may wish to consider to further influence the drivers of behaviours (COM-B). Recommended policy categories depend on the interventions functions selected. It should be noted that for the purpose of this C4A resource policy categories are not further discussed beyond this learning module because the focus on this resource is to provide guidance for working with communities to change behaviours to improve animal welfare and is not explicitly focused on changing policy.
![Figure 24: Behaviour Change Wheel
(adapted from [21])](https://communitiesforanimals.thebrooke.org/wp-content/uploads/2021/03/A16-Focus-Wheel-Complete-1.png)
Figure 24: Behaviour Change Wheel
(adapted from [21])
An interactive behaviour change wheel framework can be found at: www.behaviourchangewheel.com
The BCW, COM-B model and TDF are applicable at the level of individuals, groups, sub-populations, and populations, and together they enable users to [21]:
- conduct a behavioural analysis of the animal welfare issue to define the issue in behavioural terms and identify desired target behaviour(s)
- make a behavioural diagnosis of what needs to change/what to target in an intervention (in terms of COM-B or TDF)
- identify the types of interventions most likely to bring about desired change
Once an issue is understood in terms of existing and desired behaviours, and COM-B diagnosis undertaken, the BCW can be used to identify the most appropriate intervention functions related to the COM-B sub-components targeted for change. Using the BCW in this way, enables users to strategically design behaviour change interventions appropriate to a given context using a theory informed, evidence-based method.
Table 1 outlines the linkages between the six COM-B determinants of behaviour and associated BCW intervention functions most likely to be effective in addressing them.
![Table 1: COM-B Components Linked to Behaviour Change Wheel Intervention Functions
(adapted from: [21, 25])](https://communitiesforanimals.thebrooke.org/wp-content/uploads/2021/04/A17-Table-Complete.png)
Table 1: COM-B Components Linked to Behaviour Change Wheel Intervention Functions
(adapted from: [21, 25])
After identifying interventions functions, appropriate behaviour change techniques (BCT) and activities can be identified and may be relevant to more than one intervention function [21]. For example, an outreach campaign may be relevant to both education and persuasion intervention functions, depending on how messages are framed and communicated. Further guidance on this can be found in The Behaviour Change Wheel: Guide to Designing Interventions [21], and in the facilitator resource “Guidance on Identifying Effective Behaviour Change Strategies Based on COM-B Diagnosis.” You can refer to this online resource to learn more about Behaviour Change Techniques (BCT).
The table below provides a summary overview of the BCW intervention function definitions, along with animal welfare related examples, and associated policy categories [21].
| Intervention Function (IF) Definition | Examples of Behaviour Change Activities Associated with Interventions Functions | Complimentary Policy Categories |
|---|---|---|
| Education Increase knowledge and understanding | • Raise awareness of animal husbandry practices that support positive welfare states • Providing information on animal welfare and disease prevention | Communication/Marketing, Guidelines, Regulation, Legislation, Service Provision |
| Persuasion Using communication to induce positive or negative feelings or simulate action | • Using influential imagery and/or respected messengers to promote activity | Communication/Marketing Guidelines, Regulation Legislation, Service Provision |
| Incentivisation Creating an expectation of reward | • Recognizing or rewarding owners of animals exhibiting good welfare states • Animal health service providers certification scheme improve demand and use of quality services | Communication/Marketing Guidelines, Fiscal, Regulation Legislation, Service Provision |
| Coercion Creating an expectation of punishment or cost | • An animal owning community-based organization adopted bylaws including consequences for members who mistreat their animals | Communication/Marketing, Guidelines, Fiscal Measures, Regulation, Legislation, Service Provision |
| Training Imparting skills | • Training owners in compassionate handling using positive reinforcement • Training people to make animal welfare friendly equipment using locally available (e.g. harness) | Guidelines, Fiscal Measures, Regulation Legislation, Service Provision |
| Restriction Using rules to reduce the opportunity to engage in the target behaviour/competing behaviours | • Government transport regulation restricts overloading or enforces using appropriate animal welfare friendly gear • Laws mandating health checks prior to animal sale or transit | Guideline, Regulation, Legislation |
| Environmental Restructuring Changing the physical or social context | • Post reminders to promote regular adherence to preventative treatment/vaccine schedules • Encouraging farmers cooperatives to create animal shelters at marketplaces to allow animals to rest comfortably after transporting good to market | Guidelines, Fiscal Measures, Regulation, Legislation, Environmental/Social Planning |
| Modelling Providing an example for people to aspire to or imitate | • Use respected community influencers to demonstrate and inspire adoption of desired behaviour. • Share experiences from successful adopters to others | Communication/Marketing Service Provision |
| Enablement Increasing means/reducing barriers to increase capability beyond education and training, or opportunity beyond environmental restructuring | • Improving availability of appropriate animal drug treatments • Self-help groups formed and purchase quality feed in bulk to reduce costs to members • Self-esteem building for women or men to care for their animals | Guidelines, Fiscal Measures, Regulation Legislation, Environmental/Social Planning, Service Provision |
Table 2: Summary of Intervention Functions with Animal Welfare Related Behaviour Change Activity Examples and Associated Policy Categories
Once interventions functions have been identified, appropriate behaviour change techniques relevant to the intervention functions can be identified. It is not uncommon for behaviour change techniques/activities to be relevant to more than one intervention function. For example, a mass-media campaign be relevant to the intervention’s functions of education and persuasion, depending on how messages are framed and communicated to target audiences [21]. By helping users strategically consider a full range of options and choose the most appropriate based on theory and evidence, the BCW framework can inspire innovation in the strategic identification of behaviour change activities and help mitigate [21]. To support the strategic evaluation of the appropriateness of different interventions in each context, the BCW Guide suggests using the following APEASE criteria: Affordability, Practicability, Effectiveness and Cost-effectiveness, Acceptability, Side-Effects/Safety, and Equity [21].
Authors of the BCW guide importantly note that using the COM-B model and BCW does provide “a detailed blueprint for identifying what works in any given context, but rather provide a theory informed, evidenced-based method for designing context appropriate interventions that are more likely to bring about desired change” [21]. To support development of appropriate behaviour change strategies, the COM-B model and BCW approach have similarly been integrated to the extent feasible within the approaches for working with communities outlined within this C4A guide. In addition to the detailed practical guidance provided in the book the “The Behaviour Change Wheel: Guide to Designing Interventions”, the following C4A facilitator resources provide guidance on using COM-B and the BCW framework to inform behaviour change planning for animal welfare improvement: Behaviour Change/COM-B Diagnosis Community Question Guide, Guidance on Identifying Effective Behaviour Change Strategies Based on COM-B Diagnosis, Behaviour Change Planning Table [21].