EPISODE · May 20, 2026 · 1H 2M
Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior
from Behavioral Science For Brands: Leveraging behavioral science in brand marketing. · host Consumer Behavior Lab
In this episode, MichaelAaron and Richard sit down with behavioral scientist Robert West, creator of the COM-B model, to explore the three forces behind every human behavior: capability, opportunity, and motivation. They discuss why behavior change so often fails, how environments shape decisions more than we realize, and how businesses and governments can design more effective interventions.
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Interview: Robert West, creator of the COM-B model, on the three forces behind every human behavior
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