Barriers and facilitators to behaviour change

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.

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