Episode 117 Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior
In this episode, MichaelAaron and Richard sit down with behavioral scientist Robert West, creator of the COM-B model, to explore the three forces behind every human behavior: capability, opportunity, and motivation. They discuss why behavior change so often fails, how environments shape decisions more than we realize, and how businesses and governments can design more effective interventions.
Episode Highlights
Individuals routinely underestimate the impact of environmental factors on behavior due to the fundamental attribution error, mistakenly attributing actions to inherent personal traits.
The COM-B model framework demonstrates that for any specific human behavior to occur, three essential pillars (capability, opportunity, and motivation) must fully align.
Applying the COM-B model to smoking cessation reveals that while motivation is required to initiate a quit attempt, long-term success depends primarily on capability and opportunity.
Resources & Useful Links
See below for additional resources from this week's episode.
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