Table 2.

Behavioural diagnosis using themes from focus group meetings.

Target Behaviour: Consumer Engaging in Information Exchange.
COM-B and TDF *	Barrier	Is There a Need for Change?	Intervention Function
PSYCHOLOGICAL CAPABILITY
Knowledge (An awareness of the existence of something) [52]	Consumers did not understand the role and responsibilities of pharmacists.	√	Education
	Consumers did not understand the qualifications of pharmacists.	√
	Consumers did not understand the risks of medicine use.	√ Consumers do not perceive risks with OTC medicines. Consumers believe medicines available without prescription are safe.
Cognitive and interpersonal skills (An ability or proficiency acquired through practice) [52]	Pharmacy personnel consultation & communication skills	Improving these skills may improve interactions.	Training
PHYSICAL OPPORTUNITY
Environmental context and resources (Any circumstance of a person’s situation or environment that discourages or encourages the development of skills and abilities, independence, social competence, and adaptive behaviour) [52]	Privacy is required for conversations.	√ Discussing health can be a sensitive issue.	Training Restriction Environmental restructuring Enablement
	Pharmacy personnel should have time to engage in interactions	√
	Pharmacists were not always identifiable	√
	Appropriate remuneration for pharmacist consultations is required	√
	The environment should look like a professional/healthcare setting	Potentially yes. Some community pharmacies are very retail/warehouse/discount oriented.
	The OTC consultation area is not always clearly identifiable	√
REFLECTIVE MOTIVATION
Social and professional role and identity (A coherent set of behaviours and displayed personal qualities of an individual in a social or work setting) [52]	Consumers did not trust the person asking questions	√ Consumers do not know the role of the pharmacist	Education Persuasion Modelling
	Service between pharmacies and personnel is not consistent so consumers did not know what to expect	√
Belief about capabilities (Acceptance of the truth, reality, or validity about an ability, talent, or facility that a person can put to constructive use) [52]	Consumers believed they are able to appropriately self-asses their condition before consultation	√	Education Persuasion Modelling Enablement
	Consumers did not believe pharmacy personnel were able to help with OTC enquiries	√
Belief about consequences (Acceptance of the truth, reality, or validity regarding outcomes of a behaviour in a given situation) [52]	Consumers did not understand the risks of medicine use	√ Consumers engage in information exchange if they ask about a symptom but not if they ask for a specific product	Education Persuasion Modelling
	Consumers did not know that being asked questions is for their benefit	√
	Consumers did not know that their consultation information will be kept confidential	√ Consumers do not know that pharmacy personnel are bound by privacy laws
Intentions (A conscious decision to perform a behaviour or a resolve to act in a certain way) [52]	Consumers expected to purchase an OTC product without exchanging information	√	Education Persuasion Incentivisation Coercion Modelling
	Consumers expected to answer questions if asking about a symptom	√
	Consumers resisted information exchange if repeatedly requesting the same product	√
AUTOMATIC MOTIVATION
Reinforcement (Increasing the probability of a response by arranging a dependent relationship, or contingency, between the response and a given stimulus) [52]	Consumers did not feel it necessary to be asked questions (not from focus group but an observation of the research group)	√ If consumers exchange information and have a positive outcome as a result, this will subconsciously encourage information exchange behaviours in future consultations.	Training Incentivisation Coercion Environmental restructuring
Behavioural diagnosis of the relevant COM-B components	Psychological capability, physical opportunity, reflective and automatic motivation need to change in order for the target behaviour “consumer engaging in information exchange” to occur.

* COM-B: Capability Opportunity Motivation—Behaviour model of behaviour; TDF: Theoretical Domains Framework.