Uncertainty and Motivation to Seek Information from Pharmacy Automated Communications

Abstract

Pharmacy personnel often answer telephones to respond to pharmacy customers (subjects) who received messages from automated systems. This research examines the communication process in terms of how users interact and engage with pharmacies after receiving automated messages. No study has directly addressed automated telephone calls and subjects’ interactions. The purpose of this study is to test the interpersonal communication (IC) process of uncertainty in subjects in receipt of automated telephone calls ATCs from pharmacies. Subjects completed a survey of validated scales for Satisfaction (S); Relevance (R); Quality (Q); Need for Cognitive Closure (NFC). Relationships between S, R, Q, NFC, and subject preference to ATCs were analyzed to determine whether subjects contacting pharmacies display information seeking behavior. Results demonstrated that seeking information occurs if subjects: are dissatisfied with the content of the ATC; perceive that the Q of ATC is high and like receiving the ATC, or have a high NFC and do not like receiving ATCs. Other interactions presented complexities amongst uncertainty and tolerance of NFC within the IC process.