Asia Pacific Media Educator


McKee, Neill, et.al. (eds) (2000)
Involving People Evolving Behaviour,
Southbound Press, Penang.

Reviewed by Khor Yoke Lim

Exploring the gap between knowledge and behavior has always been a central theoretical problem for communication planners and implementers involved in behavioral change. More often than not people are knowledgeable but their behavior shows otherwise. An archetypical example is smoking -- smokers know the negative effects of smoking but their knowledge contradict their behavior.