Behaviour change interventions require an understanding of the factors that prevent or help people adopt ‘desired’ behaviours.
People often do not behave rationally. Simply telling them to adopt healthy behaviours – is unlikely to work.
We aim to identify the competition factors, like producers and retailers of unhealthy products and the psychological barriers – like the pleasure derived from unhealthy behaviours. We also target the ‘exchange‘ factors – what people will have to give up in order to gain a benefit.
