Table 1 Opportunity, ability, and motivation behaviour change framework
Behavioural determinant | Level | Definition |
|---|---|---|
Opportunity | ||
 Availability | Structural | The extent to which the promoted product or service is found in a predefined area |
 Social norms | Social | The behavioural standards which exist in the community for an individual to follow |
 Quality of care | Structural | The extent to which the promoted service is of high value |
Ability | ||
 Knowledge | Internal | True facts accumulated through learning about objects, actions and events |
 Social support | Social | The assistance that an individual gives/receives |
 Self-efficacy | Internal | The belief that an individual is able to perform a promoted behaviour effectively or successfully |
Motivation | ||
 Threat | Internal | The perception of the severity of the problem (including physical, psychological, or economic harm) |
 Belief | Internal | A perception about an object or event, which may or may not be true |
 Outcome expectation | Internal | Perception of whether a promoted product, service, or behaviour is effective in fulfilling its purpose as intended |