Inside the Mind of the Online Health Information Searcher using Think-Aloud Protocol

ABSTRACT

In this article we employ the think-aloud protocol to gain an in-depth look at how 23 individuals searched for online health information. Participants narrated their health searches as we audio and video recorded using screen-capture software. We transcribed the recordings verbatim and used axial and selective coding to inductively identify themes into two main search stages: online processing and consequences. A typology of online health searchers, including flounderer, skimmer, digester, aficionado and devourer, is used to guide the reader through our findings about individual’s attitudes, cognitions, emotions, and behaviors. Finally, we discuss implications for online health literacy and provide suggestions for future research.

Disclosure of potential conflicts of interest

The authors declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and or publication of this article: Texas Christian University’s Research and Creative Activities Fund (RCAF).

Notes

^1. Available from corresponding author.

^2. Available from corresponding author.

^3. The persuasion knowledge model emanated from the seminal consumer research article, which introduced the idea that consumer understand the intent of persuasive communications and develop strategies for dealing with them (see Marian Friestad and Peter Wright, “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” 1994, Journal of Consumer Research, Vol. 21, No. 1, pp. 1–31).

Additional information

Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and or publication of this article: Texas Christian University’s Research and Creative Activities Fund (RCAF).