A new framework for understanding and changing behaviour
The Integrated Model of Behaviour is a holistic approach to understanding behaviour that nests existing theories and models from psychology and economics and extends them to cover important aspects of behaviour and behaviour change not commonly a focus within the behaviour change movement.
Motivation
Motivation relates to the conscious and unconscious cognitive processes that direct and inspire behaviour. It can incorporate deep-seated drives, such as the need for safety and security, or more relational and higher-level needs, such as love and belonging, self-esteem and ‘self-actualisation’. Motivation can also be influenced by rewards and punishments (that create conditioned behaviour and habits), and cognitive structures expressed as attitudes, values and behavioural scripts that provide a framework for thinking about needs and motivation.
Choice
This element of the model focuses on the options available to people and the process of how they chose which options to select. It recognises the fact that people may be motivated to undertake a range of behaviours, but that individuals’ options are limited by their material and psychological resources meaning they cannot always do everything they wish to. Choices are also influenced by people’s attitudes to risk and the degree to which they are willing to delay rewards.
Execution
Sometimes undertaking a behaviour is straightforward, but at other times, there’s a substantial process involved in carrying out a choice and often this is influenced by an individual’s opportunity and capability. Opportunity encompasses all the things that lie outside an individual’s direct control. Capability on the other hand refers to an individual’s capacity to act.
Outcome and feedback
There are two parts to the outcome of any behaviour. The first is the experience of the behaviour itself, what it feels like to do it physically and emotionally. The second is the impact of the behaviour. Behaviour is often goal-directed, meaning that it is not the behaviour itself that is ultimately of interest but the result of the behaviour. Both these aspects of the outcome can feedback into someone’s choices and ultimately their motivation, reducing or increasing the likelihood that they will repeat the behaviour.
The Options Space
The options space contains all the potential behavioural outcomes within a particular context. This space is divided into an ‘objective’ options space and a ‘perceived’ options space. For example, if you have an argument at work, the objective options space contains all the possible responses including having a discussion about it, complaining to HR, resigning, and verbally or physically attacking the other person. While the objective options space may be similar for lots of people, they may have very different perceived options spaces. Some people might think about resigning but conclude that it isn't worth it (ie it is part of their perceived options space but they choose not to take that option). For others, the thought of resigning might not even occur to them, ie it is part of their objective option space but it isn't part of their perceived options space so they don't even consider it or think through the pros and cons.
Find out more
The integrated model of behaviour is being used in a range of behaviour change projects to analyse behavioural barriers, create theories of change and interpret the findings of research and evaluations.
A handbook about the model is available here.
What Works Behaviour Change