How is behavior altered? In his book The Social Animal, David Brooks notes that some experts have said people just need to be taught the long-term risks of bad behavior. For example, he writes: “Smoking can lead to cancer. Adultery destroys families, and lying destroys trust. The assumption was that once you reminded people of the foolishness of their behavior, they would be motivated to stop. Both reason and will are obviously important in making moral decisions and exercising self-control. But neither of these character models has proven very effective.” In other words, information alone is not powerful enough to transform behavior.