Personality and motivation in an augmented PRISM : risk information seeking in the context of the indoor environment

This dissertation augmented Kahlor’s (2010) planned risk information seeking model (PRISM). According to the PRISM, people’s intentions to seek risk information hinge on their attitudes toward seeking, seeking-related subjective norms, perceived control over seeking, affective response to the perceived risk, and information need. As well, this dissertation examined the role of self-identity as an information seeker, independent self-construal, past risk information seeking, involvement, and motivation orientation in people’s intention to seek risk information about radon and poor indoor air quality. In a pilot study of a convenience sample (N = 59), I derived an information-seeking self-identity scale and a novel instrument for measuring information need. The main study of a national probability sample (N = 602) evaluated the proposed structural model, tested several hypotheses, and explored several research questions. Both the pilot and main study gathered data via online surveys. Results supported the proposed model (R2 = .62) and several hypotheses. Notably, information-seeking self-identity and past risk information seeking positively predicted seeking intention. Also, the effects of attitudes and norms on seeking intention were stronger among more independent respondents. Finally, in a series of multiple regression analyses, I detailed the roles of involvement and various motivation orientations in each model component. An unexpected finding was that perceived control over seeking did not significantly predict seeking intention. Post-hoc analysis revealed that the strength of the control-intention relationship was—at least with the current sample—inversely related to socioeconomic status (SES), where at higher levels of SES, the importance of perceived control over seeking diminished.