All information copyright to Spud Marshall, Lora Metanchuk and Rebecca Dahl. Research reference list available here.



  Focus areas
    - Behaviour
    - Audience
    - Lifecycle
    - Media



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Drivers and barriers to behaviour change

Research of the factors which influence the intentions of an individual to adopt a behaviour can provide insight on how to improve messages communicated to the public (see here for the importance of behaviour change). To understand how addressing key drivers and barriers to behaviour change can influence adoption, we will use the Theory of Planned Behaviour (TPB). TPB identifies three primary influencers of behaviour: attitude, normative belief, and perceived control, which are illustrated in the figure below (adapted from Azjen, 1991).