The PRIME theory is the second behaviour change theory we will discuss. PRIME stands for Plans, Impulses, Inhibitions, Motivations, Evaluations and Response. The theory aims to address the diversity of factors that influence motivation and therefore behaviour, and describes how stopping smoking involves both internal and external factors, as well as competing impulses and inhibitions.

To take you through the theory step by step, firstly, a person may have a positive evaluation of smoking (for example, they may see smoking as part of their identity, or has some perceived positive benefits.), Second, a person will have an impulse, or urge to smoke led by habits, triggers and enjoyment, and also the motive (otherwise known as the want or need) to smoke, led by nicotine hunger and cravings. Lastly, plans to smoke in future feed off of evaluation on whether smoking is good or bad, and reinforced through habitual learning.