APA Dictionary of Psychology

a model of motivation proposing that behavior is shaped by the moment-to-moment interaction of five processes: Plans, Responses, Impulses, Motives, and Evaluations. Rather than viewing motivation as stable, the theory emphasizes that actions arise from the strongest motives operating at a given time, which are influenced by both reflective processes (e.g., goals, values, identity) and more automatic reactions. Originally developed to explain addictive behaviors, PRIME theory is now applied broadly to health behavior change, including smoking cessation, alcohol use reduction, physical activity, medication adherence, and digital health interventions.