".. I don't think data are going to change individuals' behavior directly. Most of use a lot more than data when we make decisions. Daniel Kahneman, a psychologist, won the Nobel prize in Economics for proving that we're not as rational (read: data driven) as we think we are. We factor in lots of other interests and issues besides data when we make choices"

http://philanthropy.blogspot.com/2011/12/data-ecosystem.html