Facts alone rarely change behaviour; practices spread through framing, social norms and messengers people copy, and facts matter only once a practice is taken up.

Evidence 1 passage

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  Empirically, however, what surely doesn't work in case after case is providing people with the facts or education, in part because we are selective cultural learners who evolved to acquire practices and respond to social norms. The framing of the message and the messenger are crucial, but the many causal models, the facts, are merely secondary, only necessary to support any acquired practices or social norms.

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