Time action gap

The timing of providing information is crucial. While not a specific behavioral or cognitive quirk, giving information too early or when a person isn’t able to focus on it makes it harder to remember to do something or for someone to make a decision.

Applications

• When they purchase fertilizer, a farmer is given information on when and how much to apply. Months later when they start to apply it, they don’t remember the details and apply it incorrectly.

• An individual’s just been told they have HIV and is immediately provided with lots of information on treatment plans. But they stopped processing information after they heard, “you have HIV.”

What it is not:

Giving confusing information (even if it is well-timed) is information overload.