Abstract
ABSTRACT Although brushing teeth twice a day is not difficult, a surprisingly large proportion of adolescents do not behave accordingly. This paper brings together the COM-B model and the habit formation theory in order to create a basis for a more comprehensive, customer-oriented, theory-based understanding of the issue. A total of nine focus group interviews were conducted among adolescents to further understand underlying aspects and develop solutions. In findings, barriers related to adolescents tooth brushing behavior were identified in all areas of COM-B model. Especially the role of automatic motivation was highlighted as in mornings tooth brushing seemed not to have a stable place in daily routines. To further understand this issue and develop suitable solutions, habit formation theory together with identified enablers provided effective starting point. This also demonstrated how these two theories can complement each other. The study provides actionable insights for public sector marketers to understand and assists adolescents’ tooth-brushing behavior.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Journal of Nonprofit & Public Sector Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.