Behaviour change is complex. It is shaped by interacting psychological, social, and structural factors, and even when individuals and organisations intend to change behaviour, they often struggle to translate intentions into sustained action. Understanding why change succeeds, fails, or fades over time is at the core of STRIVE’s research.
At STRIVE, we study how behaviour is initiated, maintained, and changed across key areas of everyday life with a particular focus on health and well-being. Our work examines the mechanisms that drive behaviour, including motivation, cognitions, emotions, social influence, habits, and environmental conditions, and how these interact over time to support or prevent change.
Intervention research is central to our work. We develop, test, and evaluate theory- and evidence-based interventions designed to support meaningful and sustained behaviour change, understanding how interventions work, examining how they are. This implemented in real-world settings, and exploring how they can be adapted across contexts and populations.
STRIVE is an interdisciplinary research unit that brings together expertise from behavioural science, health and social psychology, implementation science, and related fields. We use a broad range of methods, including experimental studies, survey, longitudinal designs, qualitative approaches, mixed methods, and randomised controlled studies.
Our vision is to advance behavioural science in ways that strengthen scientific understanding and contribute to practical solutions that help individuals, organisations, and societies achieve lasting and meaningful change.
Research areas
Learn about STRIVE’s research projects and activities
