Covid-19 has spread around the globe and Switzerland is no exception. Dealing with Covid-19 is currently as much a medical problem as it is a behaviour-change problem. Identifying vaccines to protect those who haven’t yet been infected and medication to treat those that have is, of course, a priority. In the meanwhile, however, the best strategy is to prevent the virus from spreading by getting everyone to engage in sensible health behaviours, including hand washing, reducing or altering aspects of social interaction (shaking hands), and increasing the use of tele-medicine. These measures will not stop the spread but can reduce its speed and allow the health system provide care to those who need it most.

The COM-B Model

Susan Michie, Professor of Health Psychology and Director of Centre for Behaviour Change, University College London, has argued that we can use existing behavioural models to help guide such interventions. Specifically, Michie proposes that considering the capability, motivation, and opportunity factors (COM-B model) can be instrumental and help policy makers and practitioners change a number of behavioural targets, including hand washing (see Table below).

While these are reasonable, the model of human behaviour could likely be more detailed: For example, should we appeal to self-interest (self protection) or altruistic motives (protecting the ones that need most) in persuading the public? Should we use case examples (i.e., “think of your grandfather”) or population statistics as persuasion devices?

I am curious to see how psychological theory will contribute to measurable behavioural change in the fight against covid-19.