This article elaborates the picture of information use from the perspective of interpreting informational cues about the attributes of entities. It is assumed that such activity draws on cognitive mechanisms that are employed as the constituents of diverse interpretation approaches to informational cues. The empirical data of the study were gathered by means of think aloud method from 16 prospective homebuyers in 2008. The participants interpreted informational cues available in announcements published in a printed housing listing issue and a Web-based information system serving the needs of prospective homebuyers. The data were examined by means of qualitative content analysis. By drawing on the findings of Zhang and her associates, the study revealed 7 cognitive mechanisms: identification of key attributes, specification, evaluation, comparison by similarity, comparison by differentiation, explanation, and conclusion. Three major approaches employed in the interpetation of informational cues were identified. The descriptive-evaluative approach draws on the identification and evaluation of individual attributes of an entity. The comparative approach is more sophisticated because it is based on the evaluation of the attributes by their perceived similarity or differentiation. Finally, the explanatory approach draws on the identification of attributes with causal potential.
IntroductionDue to their abstract nature, the phenomena of information use are not easily amenable to empirical research. The difficulties are exacerbated by the fact that there is no consensus among researchers about how to define information use. Kari (2007) identified three major viewpoints relating to this dilemma. First, it may be claimed that using information starts when the individual connects with an information source. Second, the use of information may be seen synonymous with internalizing information. Third, it may be contended that information use can only begin after the The present study elaborates the picture of information use from the perspective of interpreting informational cues. This approach is novel in information use studies. The idea of the present investigation originates from two major sources. First, there are consumer studies drawing on the human information processing approach (Bettman, Luce, & Payne, 1998). It conceptualizes information use as an activity that focuses on the interpretation of informational cues about the attributes of entities such as products (Savolainen, 2009). Second, the study makes use of the characterization of cognitive mechanisms identified by Zhang and her associates (2008). By drawing on their ideas, an attempt is made to identify cognitive mechanisms people employ while interpreting informational cues. More important, however, the present study aims at showing how people drawing on such mechanisms form and employ diverse interpretation approaches to informational cues. Given the above connection to consumer research, the present study aims at identifying the main interpretation approach...