Information seeking is a fluid and situation dependent activity where a seeker's actions are influenced by access to information, perceived quality (or information fit) and trust in the information source. All of these factors combined create an ever‐changing information‐seeking environment. Generally, traditional models and survey methodologies capture a “snapshot in time” of a particular information‐seeking activity, but fail to capture the multivalent influences of things such as chance, frequency of encounters, strength of source or the introduction of new or multiple influencers. Using the tool of fuzzy control systems, a new conceptual model is introduced that not only diagrams the influences on the information seeker, but also provides a framework to devise (or refine existing) communications strategies.
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