| Summary: | 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 publics in an effort to change individuals’ attitudes, beliefs, or behaviors. Basically, the model shows that if we instruct people in different domains, if they manage to acquire as much knowledge as possible, the learned information will change their attitudes and later, it will lead to behaviour 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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