The change agent ultimately seeks to change the target adopters behavior. Behavioral change may occur at the end of a series of intermediate stages, such as change in a population s information, knowledge, and attitudes. If few people are interested, few will respond. People tend to avoid disagreeable information-the change may go against current values. People will read different things into the campaign, depending on their beliefs and values.
Researchers now note several reasons why mass media communication is limited.
Media factors- failures to use appropriate media vehicles. Preexisting attitudes are easier to reinforce than to change. Mass and information oriented social campaigns depend on a favorable public attitude base. Wiebe concludes that the more a social change campaign resembles a commercial product campaign, the more successful it can be. The presence of a means of carrying out the objectives.