How understanding motivation can improve implementation

Speaker: Robert West

Venue: Lecture Room, Floor 1, School of Medicine, Zijingang Campus

Abstract: Professor Robert West is Emeritus Professor of Health Psychology at University College London (UCL), founder of PRIME Theory of Motivation, and one of the key co-creators of the COM-B model and the Behaviour Change Wheel. His research has long focused on motivation, addictive behaviours, health behaviour change, and the theoretical development of behaviour interventions, and has had broad international influence in the fields of health psychology and behavioural science. In particular, he has made important contributions in the fields of smoking cessation and tobacco control.

Professor West has long been committed to elucidating nicotine addiction, smoking cessation motivation, the maintenance of smoking cessation behaviour, and relapse mechanisms. He has led and participated in policy-influential continuous monitoring studies such as the UK “Smoking Toolkit Study,” providing important evidence-based support for UK tobacco control policy, the optimisation of smoking cessation services, and the assessment and forecasting of population smoking cessation trends. He formerly served as Director of Tobacco Studies at the Cancer Research UK Health Behaviour Research Centre, and has long served as a consultant to UK institutions related to smoking cessation training and tobacco control.