6. Behaviours

Question 1

Define behaviour

Answer 1

Anything a person does in response to internal or external events. Behaviours are physical events that occur in the body and are controlled by the brain.

Question 2

What are the two types of behaviours?

Answer 2

Overt (motor or verbal) and covert (activities not viewable).

Question 3

Overt actions are ______ measurable.

Answer 3

Directly

Question 4

Covert actions are _________ measurable.

Answer 4

Indirectly

Question 5

Behaviour is not an ________, or an ______ of an action.

Answer 5

Intention
Effect

Question 6

What are influences?

Answer 6

Drivers for or barriers to behaviours.

Question 7

What is a goal?

Answer 7

A target set by a person or manager that is set to be achieved and can’t be changed.

Question 8

How are influences, behaviours, and goals linked?

Answer 8

An influence drives a behaviour which, when carried out, increases the probability of a goal being achieved.

Question 9

What are three ways to identify behaviours that will achieve a goal?

Answer 9

• Interview people who have achieved the goal
• Observation
• Literature reviews

Question 10

What questions should be asked when deciding if a behaviour should be changed?

Answer 10

• If I were to change this behaviour, how likely would it be to have an IMPACT on my goal?
• How EASY will the behaviour be to change?
• If I change this behaviour, will it have ‘SPILLOVER’ effects on other behaviours?

Question 11

Give 1 method for choosing which behaviour should be changed to achieve a goal

Answer 11

Rank the impact, ease, and spillover of changing a behaviour on a scale from 1-3 and add up the total score. Do this for all possible behaviours to see which one ranks highest.

Question 12

_______ definitions of behaviour are more likely to result in change.

Answer 12

Precise

Question 13

What needs to be specified when outlining a behaviour change?

Answer 13

• Who (needs to perform it)?
• What (do they need to do differently)?
• Where (will they do it)?
• When (will they do it)?
• How often (will they do it)?
• With whom (will they do it)?

Question 14

Define capability (behaviour)

Answer 14

The set of physical and psychological abilities of a person in relation to a given behaviour (the skills of a person to achieve the behaviour).

Question 15

What are the two types of capability?

Answer 15

Physical: physical skill, strength, or stamina.
Psychological: knowledge or psychological skills.

Question 16

Define opportunity (behaviour)

Answer 16

The properties of a person’s environment that make it possible or easier for them to enact a behaviour (the resources needed to achieve the behaviour).

Question 17

What are the two types of opportunity?

Answer 17

Environmental: Time, location, money, and resources.
Social: Social norms, environmental and social cues.

Question 18

Define motivation (behaviour)

Answer 18

A psychological process that energises and directs behaviour, including conscious decision-making and habitual and emotional drives (intentions to achieve the behaviour).

Question 19

What are the two types of opportunity?

Answer 19

Reflective: beliefs, self-identity, intentions, goals, and plans.
Automatic: emotions, feelings, associative learning, habits, and drives.

Question 20

Define intervention

Answer 20

The act of interfering with the course of something, especially of a condition or process.

Question 21

State 9 interventions that can be used to change behaviour

Answer 21

• Education
• Persuasion
• Incentivisation
• Coercion
• Training
• Enablement
• Modelling
• Environmental restructuring
• Restrictions

Question 22

What is education?

Answer 22

The act of teaching someone to change a behaviour (e.g. a university or speed awareness course).

Question 23

What is persuasion?

Answer 23

The use of words or images to change a behaviour.

Question 24

What is insentivisation?

Answer 24

The use of payment or free items to change a behaviour.

Question 25

What is coercion?

Answer 25

Punishment for certain behaviour in order to discourage it.

Question 26

What is training?

Answer 26

Showing someone how to act to prevent inappropriate behaviour.

Question 27

What is enablement?

Answer 27

Providing the environmental stimuli required to carry out a behaviour.

Question 28

What is modelling?

Answer 28

Copying another person to learn a behaviour.

Question 29

What is environmental restructuring?

Answer 29

Adding/removing parts of the environment to make it easy to carry out a behaviour.

Question 30

What are restrictions?

Answer 30

Rules that are enforced to prevent a certain behaviour.

Question 31

How are the different types of intervention linked to the COM-B model (capability, opportunity, motivation)?

Answer 31

Question 32

Give three reasons why is COM-B used in business

Answer 32

• To guide product research
• To guide brand identity/design
• To guide brand marketing/advertisments

Question 33

What is usage and attitude (U&A) research?

Answer 33

Market research that asks questions based on COM-B to understand the behavioural patterns of customers.
It helps to categorise products, understand the market size, understand a brand, and to figure out who to target in advertisements.

Question 34

Why is COM-B useful when advertising?

Answer 34

The reflective motivations of customers can be used to figure out how to advertise to customers (e.g. if the safety of the product is a concern then the advert can include safe colours, locations, contexts, and times of day).