BUT
These figures have been challenged here:
Will at Work Learning Blog
and here:
Cisco Report: Multimodal Learning Through Media: What the Research Says
The Cisco Report debunks Dale's percentages. Of course they were too rounded and tidy anway. It bemoans the fact that they have been so widely distributed and traces the myth back to source.
The paper describes the reason why people find the myth so compelling, which is the desire for the "magic bullet" or the "easy way" to do something that is complex.
The Cisco Report is worth a read.
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