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Communication Research
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Consumer Information Use

Individual Versus Social Predictors

George P. Moschis

Georgia State University

Explanations for information seeking are customarily sought on the level of personal characteristics such as education or uncertainty. This study em ploys a coorientation model in which explanation for communication be havior is achieved on the level of the person's interpersonal or social relations. The power of coorientational variables is tested and compared with the power of commonly used individual characteristics in predicting amounts and types of information sought by buyers of cosmetics.

Communication Research, Vol. 7, No. 2, 139-160 (1980)
DOI: 10.1177/009365028000700201
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