The current research presents two studies that investigate uncertainty and information seeking in the context of health care reform. Competing uncertainty frameworks (i.e., uncertainty reduction, motivation to reduce uncertainty, predicted outcome value) are integrated in a model and then tested against each other to better understand how individuals are faced with and manage their uncertainty. Health care reform is an appropriate context for this research as uncertainty levels are high and it is important to understand how individuals will deal with that uncertainty in the near future. Providing information that is both accurate and useful will be essential, but understanding the antecedents of information seeking will also be vital in effective information provision. The current paper outlines theoretical approaches to uncertainty and notes relevant individual difference variables (i.e., knowledge, involvement) before proposing an explanatory model and a 2x2x2 to examine effects.Methods included an initial survey as well as an online information seeking tracking study with pre and post-tests. The first study used a survey to assess potential model variables, solidify measurement models, and aid in the construction of a website containing health care reform information. Results from that study suggest high levels of uncertainty and predicted outcome value of health care reform information. Levels of uncertainty tolerance and health care reform knowledge were low. Additionally, participants indicated that they preferred to receive health care reform information from interpersonal sources and the internet and they wanted information in the form of fact sheets and statistics. These data informed the construction of the website used in study two.The second study in this research consisted of a pre-test to assess model variables followed by a web-based information seeking tracking study where participant use of the website was tracked. A post-test assessed uncertainty and information recall after website exposure. Results suggest that predicted outcome value is the best predictor of information seeking and that increased information seeking is associated with greater certainty and information recall. The data suggest that uncertainty alone is not enough to motivate information seeking; it is essential that individuals perceive the information available to have value in order to spend time information seeking. Additionally, post-test uncertainty and information recall data suggest that the website provided greater utility for those who spent more time viewing it. These data provide evidence that helps clarify the motivations for and effects of information seeking that may be valuable to individuals and organizations seeking to effectively provide information related to health care reform and other issues. Further implications and avenues for future research are presented.
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