PSYC 1111 Assignment Activity Unit 3

The COM-B system is a framework for driving behavior change in health-related behaviors by addressing capability, opportunity, and motivation. To reduce obesity, strategies include increasing knowledge and skills, creating supportive environments, and using mass media campaigns and financial incentives. A multi-faceted approach combining these strategies can effectively address both individual and environmental factors contributing to obesity.

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PSYC 1111 Assignment Activity Unit 3

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Danial Naveed

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Assignment Activity Unit 3

1. The COM-B System

The COM-B system is a comprehensive framework that has the potential to

drive positive and lasting behavior change in health-related behaviors. The
COM-B system posits that behavior change occurs when individuals have the
capability, opportunity, and motivation to engage in the desired
behavior (Michie et al., 2011).

 Capability refers to an individual's psychological and physical

capacity to engage in the behavior. It includes having the necessary
knowledge and skills.

 Opportunity refers to factors outside the individual that make the

behavior possible or prompt it. This includes physical opportunity
afforded by the environment and social opportunity afforded by the
cultural milieu that dictates the way that we think about things.

 Motivation refers to all brain processes that energize and direct

behavior, including both reflective and automatic processes. It includes
habitual processes, emotional responses, as well as analytical decision-
making (Michie et al., 2011).

The COM-B system appeals to me because it is comprehensive, coherent,

and linked to an overarching model of behavior. It considers both internal
and external factors that influence behavior and provides a clear framework
for designing interventions that target these factors. The COM-B system also
has automatic processing at its heart, broadening the understanding of
behavior beyond the more reflective, systematic cognitive processes that
have been the focus of much behavioral research in implementation science
and health psychology (Michie et al., 2011).

2. Employing the COM-B System to Reduce Obesity

Obesity is a complex health issue influenced by various factors, including

genetic, environmental, and behavioral factors. To reduce obesity prevalence
in my community, I would employ the COM-B system as follows:

 Capability: Increase knowledge about the benefits of healthy eating

and regular physical activity, develop skills to prepare healthy meals,
resist unhealthy food cues, and incorporate physical activity into daily
routines. This can be achieved through educational programs in
schools and workplaces, cooking classes, and community-based fitness
programs (Ngigi & Busolo, 2018).

 Opportunity: Create a supportive environment for healthy eating and

physical activity by increasing the availability of healthy food options in
schools, workplaces, and public places. This can include providing
access to affordable fresh fruits and vegetables and creating safe and
accessible spaces for physical activity, such as parks, walking trails,
and bike lanes.

 Motivation: Use mass media campaigns to highlight the benefits of

healthy eating and regular physical activity, and the risks of obesity.
Additionally, provide financial incentives for healthy behaviors, such as
discounts on gym memberships or healthy food products (Ngigi &
Busolo, 2018).

3. Prioritizing Strategies for Behavior Change

To drive meaningful behavior changes in reducing obesity, I would prioritize a

multi-faceted approach that combines mass media campaigns, health
campaigns, and financial incentives.

 Mass media campaigns can reach a large audience and deliver

consistent messages about the benefits of healthy eating and regular
physical activity, and the risks of obesity. These campaigns can also be
used to promote social norms that favor healthy behaviors.

 Health campaigns can provide more targeted and tailored

interventions to specific groups, such as school-based programs,
workplace wellness initiatives, and community-based health education
programs.

 Financial incentives can be used to motivate individuals to adopt

healthy behaviors, such as providing discounts on gym memberships
or healthy food products (Ogden, 2019).

By combining these strategies, we can create a comprehensive approach

that addresses both individual and environmental factors that contribute to
obesity. Mass media campaigns can raise awareness and promote social
norms that favor healthy behaviors, while health campaigns and financial
incentives can provide more targeted and tailored interventions to specific
groups and individuals.
References:

Michie, S., van Stralen, M.M. & West, R. The behaviour change wheel: A new
method for characterising and designing behaviour change interventions.
Implementation Sci 6, 42 (2011). https://doi.org/10.1186/1748-5908-6-42

Ngigi, S. N., & Busolo, D. N. B. (2018, September 9). Behaviour Change

communication in health promotion: Appropriate practices and promising
approaches. International Journal Corner.
https://doi.org/10.24940/ijird/2018/v7/i9/SEP18027