Information deficit model

The information deficit model is a way of thinking about how people make decisions. It suggests that people make decisions based on what information they have—if they don't have all of the information, then they won't be able to make the best decision. Imagine that you have to pick out a pet. You can either get a dog or a cat. If you only have information about dogs and not cats, then you won't be able to decide between the two. This is an example of an information deficit.