sentences:  Dervin (1989) stated that messages will be attended to only if the benefits or dangers associated with them have “taken on some kind of personal reality or usefulness for the individual” (p. 68).In general, persons with high involvement analyze issues more often, prefer messages that contain more and better arguments (Heath, Liao, & Douglas, 1995; Petty & Cacioppo, 1981, 1986), and attain greater knowledge levels (Chaffee & Roser, 1986; Engelberg, Flora, & Nass, 1995).Information seeking can also be called “active communication behavior.” Actively communicating members of publics look for information and try to understand it when they obtain the information.