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RESEARCH PRODUCT

Combining the COM-B Model and Habit Theory to Leverage Understanding of Adolescents’ Tooth-Brushing Behavior

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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. peerReviewed