VEER model offers foundational planning and formative evaluation methodology for use in risk-behavior change initiatives. It incorporates social-learning, system and ecology perspectives through a unique taxonomy of tacit knowledge. Commonly Public Health Initiatives ask persons to modify risk-factors that are essentially cultural & ingrained comfort behaviors. Major challenges occur as social-system values conflict. For affect change, new behaviors must be internalized. When change does not occur, we perform formative evaluation techniques that cause the initiative to become disjointed & endangered. A model is needed that facilitates significant change and builds learning outcomes for future interventions. VEER model focuses on Value, Ease, Expectation, and Reward as essential components that support a triangle of knowledge essential to internalization and adoption of new behaviors.