THE IMPACT OF FACTUAL COMMUNICATION OR THE INFORMATION DEFICIT MODEL
THE IMPACT OF FACTUAL COMMUNICATION OR THE INFORMATION DEFICIT MODEL

Summary/Abstract: Most of the time, communication is considered the cause of the problems that occur in the decision-making process. We assume that people lack information, but they are willing to listen and learn and we omit taking into consideration that most of the time the information we deal with is difficult to understand by non-specialists. So, in order to address this issue, the deficit model suggests a one-way communication model where information flows from experts to public in an effort to change individuals’ attitudes, beliefs, or behaviors. Basically, the model shows that if we instruct people indifferent domains, if they manage to acquire as much knowledge as possible, the learned information will change their attitudes and later, it will lead to behavior change. However, we tend to oversee the fact that people are governed by affects which have a greater impact upon their reactions than the simple fact finding.

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