PSI Behavior Change Framework


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This concept paper proposes a revision and expansion of the current PSI Behavior Change Framework known as “Bubbles”. This task is accomplished by discussing the history and limitations of the current framework, introducing new behavior change constructs, updating definitions of behavioral determinants, or bubbles, with examples of operationalized measures, and providing better guidance on the link between theory and application. Adoption of the proposal will result in improved strategic project and marketing decision making and validity and actionability of PSI research.