Abstract
Studies among health professionals indicate that existing health information programmes directed to the public do not have the desired effect on people’s interest in healthier living. It is unclear to what extent the public’s lack of health knowledge and low awareness of health issues are the result of poor communication skills and difficulties in interpreting the available information. An abundant flow of information alone will not fill this knowledge gap, as knowledge is always both a personal and a mental resource. Therefore, people’s understanding and outlook must be considered in the light of their mental capacity and the characteristics of their learning process. The impact of both socioeconomic and cognitive factors on the convictions, attitudes and behaviours of the intended target groups must be taken into consideration during the planning phase of health information programmes.
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