Lack of Public Awareness

Lack of awareness of the issue of IAS resulting from the lack of media portrayal can also undermine the potential effects verbal communication. Research has shown the verbal transmission of information such as word-of-mouth advices are often more influential than media information given that word-of-mouth information is often more vivid, concrete and more easily recalled than is media information. Therefore, the lack of social awareness and hence the lack of verbal transmission of information is thus a possible factor contributing to the lack of attention placed on the problem of IAS.