There is an explicit relationship between knowledge generation, transm
ission (dissemination and diffusion), knowledge acquisition, and utili
zation. In order to disseminate and diffuse information for health pro
motion and disease prevention, there is an assumption that we just nee
d to change the behaviours of people. This paper challenges this notio
n and suggests that the thinking behind the behaviours (cognition) als
o needs to be addressed for successful acquisition and utilization of
information. Studies focusing on cognition or thought processes and ho
w sociocultural factors influence or interact with cognitive factors i
s a high priority area of research. This area of research becomes more
important if we include technology in the health care delivery system
.