Behaviour change theory and technology is advanced in relation to belief and attitude change and in motivating people to want to change behaviour. MCBC researchers have been at the forefront of developing integrated behaviour change theories and in the operationalisation of the active ingredients needed to develop effective behaviour-change tools and interventions.
Theories of how to best help people prioritise and protect behaviour-change intentions are less well developed. We are leaders in understanding automaticity of behaviour and how to break and establish habits. Understanding these processes is prerequisite to the implementation of clusters of change techniques capable of generating long-term change. MCBC researchers are developing new theoretical frameworks that link behaviour types, learning processes and bespoke intervention development. These allow us to work outside stock, generic lists of technique types to develop bespoke, problem-specific, co-created interventions and evaluations.