Wilson's 1996 model of information behavior expanded on his 1981 model. The 1996 model explains why information seeking occurs in response to some needs more than others, why some information sources are used more, and how self-efficacy influences meeting information goals. The model includes theoretical concepts like stress/coping theory, risk/reward theory, and social learning theory. It represents a major revision that draws from various fields and makes it a richer source of hypotheses than the 1981 model.

1. Kalpita Potawad
M.L.I.Sc
2012-2013
Wilson 1996 model
Definitions
Information behavior
Information behavior (IB) encompasses intentional information seeking as well as
unintentional information encounters.
Introduction
T.D. Wilson has put forth a series of models of information seeking (1981, 1996,
1997, and 1999). The last of these, like Dervin’s sensemaking metaphor,
emphasizes the complexities of context for information seeking.
Wilson’s 1996 model explains three aspects of information seeking: (1) Why
information seeking is more likely to occur in response to some needs more than
others; (2) why some information sources get more use than others; (3) why
people’s perceptions of their own efficacy influences their success in meeting an
information goal.
His 1999 model emphasizes “information process” and invokes a feedback loop
wherein information seeking is thought of as iterative at various stages, rather than
successive
Wilson's 1996 model is a major revision of that of 1981, drawing upon research
from a variety of fields other than information science, including decision-making,
psychology, innovation, health communication, and consumer research.
The basic framework of the 1981 model persists, in that the person in context
remains the focus of information needs, the barriers are represented by intervening
variables and information-seeking behaviour is identified. However, there are also
changes: the use of the term intervening variables serves to suggest that their
impact may be supportive of information use as well as preventive; information-
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2. seeking behaviour is shown to consist of more types than previously, where the
active search was the focus of attention; information processing and use is shown
to be a necessary part of the feedback loop, if information needs are to be satisfied;
and three relevant theoretical ideas are presented: stress/coping theory, which
offers possibilities for explaining why some needs do not invoke information-
seeking behaviour; risk/reward theory, which may help to explain which sources of
information may be used more than others by a given individual; and social
learning theory, which embodies the concept of self-efficacy, the idea of 'the
conviction that one can successfully execute the behavior required to produce the
{desired} outcome'
Thus, the model remains one of macro-behaviour, but its expansion and the
inclusion of other theoretical models of behaviour makes it a richer source of
hypotheses and further research than Wilson's earlier model.
Wilson's model of 1996
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3. This model has been labeled as information behaviour model because it is clear
that they are not information search models in the sense that might be understood
by the information retrieval researcher.
They are concerned with, on the one hand, generalized behaviours surrounding the
actual initiation of information-seeking and, on the other, with a broader
perspective of the information search than simply the use of computer-based
information retrieval systems.
This is an important point to make, since the implications for IR systems from
research in the general area of information behaviour may inform the overall
design principles of such systems, and may enable the information content
developer to specify more clearly what navigational routes are needed through the
information and exactly what kind of information or data types need to be in the
record, but the specification of rules for the design of interactive systems on the
basis information behaviour research may not be possible.
Thus, from Wilson's 1996 model we can reasonably hypothesise that an IR system
should be designed so as to reduce the risk of failure by the user and, thereby,
increase his or her sense of self-efficacy, but the means whereby the risk is reduced
must be a matter for the system designer. However, better systems are likely to be
designed if the designer understands the ideas of risk/reward and self-efficacy.
Again, Ellis's work suggests that an IR system ought to provide more navigational
routes for the user, providing not only Boolean or best-match search strategies, but
also the capacity to chain through citations in texts both backwards and forwards in
time, and with intelligent agents to monitor additions to the database according to,
say, the user's last search or an established profile.
Similarly, given that virtually all studies of information-seeking behaviour show
the importance of personal networks, IR systems could well embody routines that
would enable users to indicate their willingness to be put in contact with others
interested in the same research areas. By doing so, IR systems could become
genuine tools for collaborative work, not only within but across disciplines: the
potential for this has been made real by the development of the Internet and by
modern software tools that allow the 'desk-top' to act as the interface to the Internet
and World Wide Web.
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4. Information seeking behaviour is defined from Wilson's 2nd model as the phase
after the seeker realizes their needs. Wilson suggests that information seeking
behaviour arises due to seeker's needs to "makes demands upon formal and
informal sources or services" (Wilson, 1999).
He (Wilson, 2000) gives examples of these demands as "manual information
systems" (such as newspaper or a library), or with computer - based systems (such
as the World Wide Web).
He also (Wilson, 2007) identifies three needs with in Information Seeking
Behaviour, Physiological, Affective and Cognitive. These needs determine how the
seeker seeks the information. Besides Wilson's 2nd model also points out what
factors "may prevent (and, by implication, aid) the actual search for information
(Wilson, 1999).
All three needs in Information Seeking Behaviour are indentified by Wilson
(Wilson, 2006) as interrelated "physiological needs may trigger affective and/or
cognitive needs; affective needs may give rise to cognitive needs; and problems
relating to the satisfaction of cognitive needs (such as a failure to satisfy needs, or
fear of disclosing needs) may result in affective needs (for example, for
reassurance)".
These needs are what Wilson (Wilson, 1996) identifies with in "Risk / Reward
Theory", each action the seeker makes there is a reward e.g. getting the
information but at the same time "risking not only financial resources but also
psychological and physical resources" (Wilson, 1996).
From Aaker et al (Aaker, 1992) research, Wilson (Wilson, 1996) breaks down the
"Information Seeking Behaviour" into four phases:
Passive Attention: just acquiring information without seeking for it e.g.
listening to the radio and watching TV.
Passive Search: almost accidental when the seeker acquires relevant
information.
Active Search: seeker actively seeks for information.
On Going Search: a continuation of what the seeker has acquired during
Active Search, allowing better information processing, "Update or expand
one's framework".
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5. This review shows that Wilson's (1981) model needs to be expanded to provide a
more effective general framework for the consideration of information-seeking
behaviour. In particular, we see a need to include a stage between what we shall
call the person-in-context and the decision to seek information.
This is the point which Dervin (1983) labels the gap between situation and use. We
propose to 'fill the gap' by inserting the concept of activating mechanism, using the
stress/coping model as an example of a theoretical approach to such a mechanism,
allowing, however, for sources of motivation other than stress to exist.
A further need is to elaborate the concept of intervening variables or barriers, to
specify the fact that characteristics of the information source may constitute a
barrier, either to information-seeking behaviour or to information processing, and
that personal variables may be either psychological or demographic.
Research also suggests the need for a further intermediate stage (or activating
mechanism) between the determination of need and the initiation of action to
satisfy the need. Here we propose the risk/reward theory, social learning theory
and the concept of self-efficacy, as intervening concepts.
Given the relationship of self-efficacy to coping, it is debatable whether the
concept should appear here or as part of the stress/coping element but, given its
relationship to social learning theory, the location shown seems at least equally
appropriate.
Wilson's framework (and Ellis's elaboration of the stages of information-seeking
behaviour) also deal only with the active search for information and the framework
needs to be expanded to include other modes of information seeking, which may
have different characteristics. This report draws attention to other analyses of the
search process and room exists for further research on the processes that may be
peculiar to the other search modes.
Finally, the model needs extension to include information processing and
information use, which are the stages beyond information-seeking and which
provide the link back to the need-arousing situation of the person-in-context.
Thus, an expanded version of Wilson's (1981) model, which takes the findings of
this review into account. Expanded in this way, the model can be taken to apply to
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6. information behaviour more generally, rather than solely to information-seeking
behaviour.
Conclusion
Although a great deal of research has been reviewed to bring the model to its
present state, time has not allowed for the effective incorporation of the findings of
all the research reviewed. For example, some work puts a great deal of emphasis
on other aspects of the person, or the situation, or, in the case of mass media in
particular, on characteristics of the information sources not discussed above.
Also, although the situation in which the initial need for information arises has
occasioned the investigation of a number of variables in various studies, the
situation within which the information is found and processed appears to have been
given less analysis and, perhaps particularly in respect of the role of computers in
information-seeking, may be of some significance.
However, we believe that, in spite of the omissions, the ideas presented throughout
this review offer the information science researcher a great deal to think about.
With certain exceptions, much of the work reported here has been ignored by
information scientists and we believe that there are analytical concepts, models and
theories that need to be absorbed into information science as a matter of urgency.
References
Wilson, T.D, (1999). Models in information behaviour research. Retrieved from
http://informationr.net/tdw/publ/papers/1999JDoc.html
Wilson, T.D, 10SEP-IB Group Bravo. Retrieved from
http://mediawiki.cite.hku.hk/index.php/10SEP-IB_Group_Bravo
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