Source selection in prescription drug information seeking and influencing factors: applying the comprehensive model of information seeking in an American context.

This study investigates source selection in prescription drug information seeking and influencing factors on selection and seeking behaviors applying a modified Comprehensive Model of Information Seeking in an American context. Survey results suggest consumers engage in prescription drug information search before and after visiting a doctor, but search is not extensive. Consumers turn to the Internet, pharmacists, and doctors most frequently for prescription drug information. Information-seeking behaviors are rather universal across demographic and health-related characteristics; however, higher income consumers are more likely to search. Although our study shows some support for the modified Comprehensive Model of Information Seeking, the results indicate influencing factors vary by information source types examined, suggesting the model is more complex than predicted. The study advances research on health communication, information-seeking behaviors, and prescription drug decision making.