In the COM-B model, reflective motivation plays a critical role in guiding deliberate behaviors, as individuals weigh the pros and cons before taking action. Automatic motivation: The unconscious processes that drive behavior, such as habits, impulses, and emotional responses.

Motivation: Motivation refers to the internal processes which influence our decision making and behaviours. Its two components are: • Reflective Motivation: reflective processes, such as making plans and evaluating things that have already happened • Automatic Motivation: automatic processes, such as our desires, impulses and inhibitions

The COM-B model of behaviour change suggests that capability (C), opportunity (O) and motivation (M) are essential for any behaviour (B) to change. And these three components interact with each other.

The COM-B model presents a comprehensive framework for understanding the interplay between capability, opportunity, and motivation in driving human behavior. Its versatility extends across various domains, from healthcare and public health to environmental sustainability and organizational change.

At its core, the BCW model identifies capability, opportunity and motivation as the main drivers of behaviour. The COM-B framework can be used in surveys, interviews, focus group discussions to “diagnose” behaviour.