Motivation is the core driving force that provides the impetus for people to carry out a behaviour. Within the integrated model, the analysis of motivation draws on the COM-B model, though the model has been amended so that ‘capability’ and ‘opportunity’ have become ‘perceived capability’ and ‘perceived opportunity’. This has been done to reflect the fact that there may be differences between an individual’s evaluation their abilities and opportunities and the reality. Analysis of motivation will also draw on core psychological theories such as operant conditioning (which describes how people respond to rewards and punishments), attachment theory (which indicates how people see and organise close personal relationships) and cognitive frameworks (internal structures or scripts that guide their thinking and behaviour), which help understand and explain what people are motivated to do and how those motivations might be influenced. Underlying these theories are those from evolution and neurobiology, which help explain the origin of deep-seated desires and how they are processed within the brain. Analysis of motivation will also reflect the key distinction between intrinsic and extrinsic motivation, i.e. motivation that reflects core, personal beliefs and that which is responding to external pressures or influences.
To use the behaviour of going to the gym as an example, people will be motivated for a range of reasons, including wanting to get fitter, to lose weight, wanting to feel stronger, the opportunity to socialise, and because of the expectations of friends and family (all of which relate to core motivations). Their motivation will also be influenced by their perceived capability (will they know what to do in the gym, can they find their way there) and their perceived opportunity (is there a gym close enough, will they have enough time to go). Interventions that could influence people’s core motivation include inspirational events (such as watching the London Marathon or the film Chariots of Fire) or having a friend or mentor that supports you in your fitness journey.
What Works Behaviour Change