The selection of channels when seeking information: Cost/benefit vs least-effort

Two models of selecting information sources are to be found in the literature. The first, the Cost/Benefit model, proposes that information seekers select information sources on the basis of expected benefits and expected costs of using an information source. Many proponents of this model also feel that expected benefits are the most important consideration for the information seeker. The second model, the Least-Effort model, maintains that information seekers select information sources on the basis of minimizing the effort or cost in obtaining information, while even sacrificing the quality of the information to be obtained. The present study proposes that information seekers place different weights on costs and benefits. In a survey of 968 Forest Service professionals, it was found that perceived costs were twice as important as benefits in choosing information sources.