| Capability | Knowledge and information | The primary audience does/does not know about IYCF behaviour. |
| Skills and confidence | The primary audience does/does not have the skills and confidence to change their IYCF behaviour. |
| Personal beliefs | The primary audience does/does not believe that a change in IYCF behaviour is needed. |
| Opportunity | Accessibility, availability, and convenience | IYCF behaviour is/is not accessible, available or convenient for the primary audience. |
| Affordability | IYCF behaviour is/is not affordable for the primary audience. |
| Social support and relationships | Family, friends and other community members will/will not support the primary audience in changing IYCF behaviour. |
| Social norms | IYCF behaviour is/is not acceptable within culture and social norms. |
| Motivation | Habits or routines | IYCF behaviour is/is not part of the primary audience’s habits or routines. |
| Outcome expectations | The primary audience does/does not perceive benefit in adopting IYCF behaviour. |
| Emotions | The primary audience does/does not experience positive/negative emotions that motivate or demotivate them to implement IYCF behaviour. |
| Intention and planning | The primary audience does/does not have the intent or plan to act on IYCF behaviour. |