The behavioral model aims to bring about changes in individual behavior through changes in cognition. It provides knowledge about health and illness and resources to enable change. It assumes humans are rational decision-makers whose cognitions inform actions. Criticisms are that it cannot target socioeconomic causes of ill health, operates top-down, and assumes a direct link between knowledge, attitudes, and behavior and homogeneity among receivers. The socio-economic model aims to improve health by addressing socioeconomic and environmental causes of ill health. It involves individuals organizing collectively to change their physical and social environments. It assumes communities share interests allowing collective action.