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Applying the COM-B model to quantitative data sets

Madhuri Pawar | Analyst- Market Research, KMK Consulting Inc.


It is known that patients can make positive contributions to their own health by adopting heath-enhancing behaviors. Therefore, determining behaviors that influence health – and understanding factors that underlie these behaviors – has become key in the area of health psychology.

A number of academic models have been developed to predict which factors ultimately contribute to changes in behavior, including the health belief model, the social cognition model and the protection motivation theory.

While these models have been highly successful at predicting behavior change, the application of these models in commercial healthcare market research has been limited and, when utilized, are only considered for work that is qualitative in nature.

Greg Chu
Principal, Market Research

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