The laws of physics tell us that, no matter what an object weighs, it will fall at the same speed, so that a rock and a paper clip, for example, when dropped at the same time will land at the same time. Our expectations can shape not only what we believe but what we actually experience. For change to take place, users must first recognize and be bothered by discrepancies. When old ways don't work, people are more open to change. The source of information about research outcomes is also more important than the quality of the research.
People tend to trust sources with whom they have established relationships.
When research does get used, the resulting practices, programs, or products are often quite different from the researcher's original conception. There are several reasons for this gap between research and use. One is a lack of communication between researchers and their intended audiences. To be effective, dissemination efforts must address a range of factors related to basic components of dissemination mentioned previously.