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Fig. 1 | Implementation Science

Fig. 1

From: Behaviour change strategies for reducing blood pressure-related disease burden: findings from a global implementation research programme

Fig. 1

The Behaviour Change Wheel [24]. Notes: At the centre of the wheel are the COM-B model components. Capability refers to an individual’s physical and psychological capacity (e.g. comprehension, literacy, reasoning) to engage in the activity concerned. It includes having the necessary knowledge and skills to enact the target behaviour. Motivation refers to brain processes that energise and direct behaviour. Includes automatic processes characterised by habit, emotions and impulses as well as reflective processes involving analytical decision making, making plans and evaluating them. Opportunity refers to the factors that lie outside the individual that make behaviour change possible or prompt it. Can be physical opportunities afforded by the environment in which people live or social opportunity which is affected by the cultural milieu in which we think about things, words we use and concepts that make up our language [24]

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