ABSTRACT
It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.
Mark Twain
Many concepts believed to be true from 1950 to 1990 about behavior change, decision making, and information communication do not fit recent scientific findings and observed realities of how people function. Some aspects of the old, however, are worth preserving, and we have incorporated them in our model-building. For example, one condition for successful information transfer is to shape information to the educational level and cognitive style of the target audience.
