| Capability | Knowledge and information | Does the audience know about your selected IYCF behaviour? |
| Skills and confidence | Does the audience have the skills and confidence to change their IYCF behaviour? |
| Personal beliefs | Does the audience believe that a change in the IYCF behaviour is needed? |
| Opportunity | Accessibility, availability and convenience | Is the IYCF behaviour accessible, available and convenient for the audience? |
| Affordability | Is the IYCF behaviour affordable for the audience? |
| Social support and relationships | Will family, friends and other community members support the audience in changing the IYCF behaviour? |
| Social norms | Is the IYCF behaviour acceptable within the culture and social norms? |
| Motivation | Habits or routines | Is the IYCF behaviour part of the audience’s habits or routines? |
| Outcome expectations | Does the audience perceive benefit in adopting the IYCF behaviour? |
| Emotions | Does the audience experience positive/negative emotions that motivate or demotivate them to implement the IYCF behaviour? |
| Intention and planning | Does the audience have the intent or plan to act on the IYCF behaviour? |