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.
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