The Science Behind Behaviour

Why Evidence-Based Theories and Models Are Useful
  • Helena Rubinstein


This chapter describes how theories and models of behaviour provide focus, help to cut through complexity and guide decisions about what products, services and interventions to design and develop. Rubinstein argues that too many businesses focus on changing attitudes and beliefs rather than on the behaviours themselves and that without a good theory or model of behaviour, companies do not know what activities to observe, or what is really important in influencing behaviour. She defines what makes a good theory or model of behaviour and how to use and develop models to understand specific challenges. She uses the COM-B and the Unified Theory of Acceptance and Use of Technology to illustrate how theories benefit decision-making and how they can be used in practice.


Acceptance and Use of Technology Model Attitudes Behavioural theory COM-B 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Helena Rubinstein
    • 1
  1. 1.Innovia Technology LtdCambridgeUK

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