Psychological research increasingly shows that successful behaviour change cannot be explained by knowledge or willpower alone. Instead, motivation is shaped by a complex interaction of cognitive, emotional, and automatic processes.

Traditional models of behaviour change often highlight reflective motivation. These models assume that people change behaviour by weighing pros and cons, setting goals, building self-efficacy, and forming intentions. While these factors are important, particularly during early stages such as awareness and planning, they do not fully explain why people struggle to maintain new behaviours long term. Motivation is not static, and conscious decision-making is vulnerable to stress, fatigue, and other priorities.

Motivation can be understood through different states. One is approach-oriented motivation, where individuals are drawn toward activities they expect will be pleasurable or beneficial. For example, someone may begin exercising because they enjoy how it makes them feel or because it offers immediate positive feedback. Another state is avoidance-oriented motivation, where behaviour is driven by a desire to escape discomfort, guilt, or negative health consequences. Although this type of motivation can prompt change, it is often less sustainable if not paired with positive reinforcement.

Over time, as behaviours are repeated, motivation may shift again. Instead of actively “wanting” or “avoiding,” individuals may enter a maintenance state in which the behaviour feels natural and stable. At this point, the behaviour no longer requires constant conscious motivation or reward anticipation; it becomes habitual. This aligns with psychological theories of habit formation and automaticity, where context and routine guide behaviour more than deliberate choice.

Understanding these motivational phases has important implications for designing effective behaviour change strategies. Different techniques are useful at different stages. Early change may benefit from motivational boosts that create positive emotional experiences or reduce perceived effort. Later stages may require environmental supports and cues that reinforce habits without demanding ongoing self-control. Strategies that appeal only to reasoning or information may fail if they do not also engage emotional and automatic motivational systems.

Recognizing these dynamics helps explain why behaviour change is difficult, but also how it can be made more effective and sustainable.

Heres a great TED Talk I found discussing rewards and motivation!