Four hundred eight female users of cosmetics in Madison, Wisconsin, responded to questionnaires which sought to discover correlations among the goal of the purchaser and the type and source of information sought in the buying decision. Two goals were identified: rational (cost, functional benefits of product, or possible undesirable consequences…

Presents a study which attempts to link current theory to practical problems of applied communication. The power of coorientational variables is tested and compared with the power of commonly used individual characteristics in predicting the amounts and types of information sought by buyers of cosmetics. (JMF)

A study of women's information-seeking behavior with regard to the purchase of cosmetics was conducted to determine the effects on their behavior of six individual variables (ambiguity about cosmetic products, price consciousness, income, amount of money spent on cosmetics, age, and education) and six social variables (perceived social utility of…