Introduction

One theory which describes diversity in how people interact with information is that of uncertainty orientation (Sorrentino et al., 2003). This model illustrates a difference in how uncertain situations are conceived and approached. While some people feel positively challenged by uncertainty, for others it is only taxing. This basic attitude and reaction towards unclear conditions are often related to an underlying conception of uncertainty as either fundamentally energizing or draining. Consequently an uncertain situation does not by any means automatically prompt a need to clarify and explore it. Under some circumstances, yes, uncertainty would trigger an interest in finding out more, which in turn may inspire information seeking. In other situations, however, the response might just as well be to ignore related information, or actively avoid it. Overall reaction to uncertainty depends on the circumstances: in what context are the unclear conditions experienced, and what do they represent to the individual? There is an obvious difference between ambiguity as a cognitive curiosity to explore an interest, and uncertainty in the fear of not surviving an illness. Needless to say, the context frames whether the uncertainty comes as a positive, inspiring experience or one that is dominated by dread and agony. The situation surrounding uncertainty therefore has a major influence on the conception of it. Within the same context, however, there may also be individual differences in the way uncertainty is approached. Sometimes this variation carries over across contexts in a trait-like fashion (ibid.).

The uncertainty management theory describes the influence of uncertainty on information seeking as follows. When people face an uncertain situation they cognitively appraise it for its likelihood to bring them gain or harm. According to this estimate, they react to it emotionally either with hope, thrill and optimism or with fear, insecurity and torment. Based on the cognitive and emotional evaluation, they choose either to seek out or avoid information. Approaching information may be a means to find comfort, encouragement and inspiration. Rejecting information in turn may be a way to cope with information overload or postpone confronting a burdensome reality. Furthermore, familiarizing oneself with information may reduce the feeling of uncertainty, but it may also increase it. Conflicting information may arise, and solving one question may lead to another. One example is when one fears having contracted an illness, but is not yet sure. If the ultimate answer is confirming, the person may be left with even more questions, such as which treatment alternatives to consider or what the likely development of the disease might be. As one question gets answered, others appear. The overall feeling of uncertainty hence remains, although its content changes (Brashers et al., 2000). Reaction to uncertainty may also develop over time, so that a positive uncertainty may develop into fear if something unsettling is discovered, and negative uncertainty again may turn into hope when new information positively reframes the experience (Mishel, 1990).

Uncertainty-oriented information interaction

Coherence of personality is said to be best revealed during novel, ambiguous and uncertain circumstances (Moskowitz, 1993). Similarly, uncertain situations often bring forth differences in information interaction. An uncertain situation may activate some people and inspire them to seek out alternatives eagerly, while it may stagnate others who mainly feel threatened by it (Sorrentino et al., 2003). Some people would hence actively take charge under ambiguous circumstances, while others become passive and dependent on others (Chartrand et al., 1993; Lounsbury et al., 2005; Leong and Chervinko, 1996).

Persons who get energized by vague situations are often uncertainty-oriented. For them, remaining passive or actively avoiding information is unthinkable; instead they feel excited and enthusiastic, and an active information quest sets forth (Roney and Sorrentino, 1995). Their journey of discovery is one of thrill and exhilaration, particularly if the uncertain situation has a positive connotation. Under negative circumstances, as related for instance to one’s own health, an uncertainty-oriented person also actively seeks information related to the problem he/she faces (Brouwers and Sorrentino, 1993). It is important to notice that uncertainty orientation describes a dynamic difference. In other words, an uncertainty-oriented person does not actively seek information in all contexts, and neither does a certainty-oriented person always shy away from it. Instead, uncertainty-oriented persons distinctively approach information under unclear conditions, while they become passive under certain ones. Certainty-oriented persons search for information when they know they ultimately will find a definite answer. When they do not have this guarantee, they would rather abstain from looking into the matter. In brief, one might say that while certainty-oriented persons strive to maintain clarity, uncertainty-oriented people attempt to attain it (Sorrentino et al., 2008).

Certainty-oriented information interaction

Certainty-oriented persons prefer a stable and predictable life, and have neither the drive nor the interest to explore changing situations. For them maintaining clarity and control is comforting, and consequently vague situations seem frustrating and daunting (Sorrentino et al., 2003). They feel threatened by inconsistencies and strive to hold on to current beliefs even in situations that clearly are changing. In this context, the thought of seeking information seems foreign, and it may feel tempting to avoid it altogether (ibid.). As an example, certainty-oriented people have been shown to avoid information, be fatalistic or stagnate in feelings of hopelessness in situations where their personal health is at stake. This can be compared to uncertainty-oriented persons, who as a rule are determined to seek out diagnostic information and treatment alternatives (Brouwers and Sorrentino, 1993). The description of certainty-oriented persons resonates with that of persons with low openness to experience, who are said to be cautious and conservative (Costa and McCrae, 1992).

Uncertainty orientation and other traits

Uncertainty-oriented persons have been shown to have a high openness to experience (Hodson and Sorrentino, 1999). The relating factor seems to be both an emotional aspect of enjoying new experiences and a cognitive aspect of needing to know. Both are related to a positive attitude towards information seeking. Uncertainty-oriented persons are seldom dogmatic, but instead have high aesthetic values (Brouwers and Sorrentino, 1993). These are also distinct traits for persons with high openness to experience (Costa and McCrae, 1992). Openness describes an overall interest to explore, while uncertainty orientation triggers active information seeking, specifically under unclear circumstances.

There also seems to be a correspondence between uncertainty orientation and the monitoring-blunting dimension. Monitors as well as uncertainty-oriented persons get energized and activated by vague or threatening situations. This energy and drive compel them to seek out information in order to make sense of what has occurred. Blunters and certainty-oriented persons, on the other hand, react in the opposite way with passivity. They choose to withdraw from the situation instead of actively addressing it, often avoiding information altogether (Miller, 1987). Despite this similarity the mechanism behind the two dimensions seems slightly different, as monitoring and blunting foremost are triggered in perilous situations, while (un)certainty orientation describes a general tendency to get activated under either unclear or clear conditions. The combining factor between the two models seems to be the notion that uncertain situations trigger either an active, enthusiastic quest for information or a passive, indifferent stance. Openness to experience points to a similar difference, where the approach to new information differs between an open person’s invitational attitude and a conservative person’s wish for things to remain as they have always been. Regardless of what framework or approach one uses to interpret reactions to unclear circumstances, there seems to be a basic difference in the way people respond to them. Further research will clarify these connections.