Consumers' expected information search behavior for a pharmaceutical treatment

The Comprehensive Model of Information Seeking (CMIS) integrates multiple factors influencing information seeking. This study was to identify factors impacting consumers' expected information search behavior for a pharmaceutical treatment. By examining the predictive utility of these factors, the CMIS could be improved in the context of health information search.

A telephone interview was administered to a random-digit-dialed sample of 2,186 adult residents in a southern U.S. state. Measurements included expected information search for a pharmaceutical treatment within the next 2 weeks, self-rated health (SRH), extraversion, and demographics. SRH was measured on a 4-point scale (Excellent-4, Poor-1), with higher scores indicating better subjective health. A logistic regression was conducted, in which the outcome variable was the expected information search for a pharmaceutical treatment, and covariates were SRH, extraversion, and demographics.

A total of 505 individuals participated. On average, they were 57 years old, and 61% of them were female. Fourteen percent of them expected to seek information for a pharmaceutical treatment. The logistic regression was significant (p < 0.01). SRH was a significant negative predictor (p < 0.05) and gender (female) was a significant positive predictor for the expected information-seeking behavior (p < 0.05).

Consumers with lower SRH and women were more likely to perform expected information search for a pharmaceutical treatment. These findings have implications for both the modification of the CMIS and the provision of healthcare interventions.