I agree that as a computer literate? person I think I mostly know how to avoid viruses. I've never run any anti-virus software (could just be getting lucky).

My family on the other hand can't avoid click "Yes", "ok" to anything ever asked of them on their computers. They get massively gunked up and infected and nothing I tell them changes their behavior because at a base level they just don't have the awareness. They're very smart people but what the computer is doing or might do in response to their actions is just not something they think about.