Wanting information: Uncertainty and its reduction through search engagement

Search is increasingly driven by casual-leisure motivations in favor of task-driven needs. This shift has culminated in ‘the urge to search’, where uncertainty serves as a potent ‘wanting’ state. Beyond this known influence on seeking intentions, this study examines the qualitative impact of uncertainty vis-à-vis interest (‘liking’) on search engagement and uncertainty reduction. In a study with 77 participants, 16 general knowledge questions manipulated participants’ uncertainty in their knowledge. Participants had the option to search for answers, and judged their knowledge both before and after searching. Results show that uncertainty motivates focused attention. A structural equation model reveals two distinct engagement processes for uncertainty reduction, involving either interest or focused attention and reward. This study is the first to show how different qualities of search engagement reduce uncertainty in a controlled setting. The findings underscore the value of providing rewarding and interesting opportunities for personal growth, transcending the impulse to search. • Need-want-like model of seeking motivations introduced. • Wanting (uncertainty) and liking (interest) evaluated in a controlled setting. • Uncertainty promotes behavioral engagement and focused attention. • Uncertainty reduction follows on interested or focused-rewarding engagement. • The urge to search should be met with rewarding opportunities for learning.