Uncertainty reduction theory, also known as information seeking theory, is a communication theory that explains how individuals try to reduce uncertainty in social interactions. Developed by Charles Berger and Richard Calabrese in 1975, this theory suggests that people have a natural desire to reduce uncertainty when they interact with others, as uncertainty can be a source of anxiety and discomfort.
According to the theory, individuals engage in communication with the aim of reducing uncertainty about the other person's intentions, behaviors, and attitudes. This can be done through various means, such as asking questions, seeking information about the other person, and observing their behavior.
One of the key concepts of uncertainty reduction theory is the concept of self-disclosure, which refers to the act of revealing personal information about oneself to others. Self-disclosure can help individuals reduce uncertainty about the other person, as it allows them to learn more about their beliefs, values, and goals. In turn, the other person's self-disclosure can also help the individual reduce uncertainty about themselves.
Uncertainty reduction theory suggests that there are several factors that influence an individual's desire to reduce uncertainty in a social interaction. These include the perceived similarity between the individuals, the perceived rewards of the interaction, and the perceived costs of the interaction.
Perceived similarity refers to the extent to which individuals believe they have shared experiences, values, and beliefs. This can affect an individual's desire to reduce uncertainty, as they may feel more comfortable interacting with someone they perceive to be similar to themselves.
Perceived rewards refer to the positive outcomes an individual expects to receive from an interaction, such as making a new friend or gaining new information. Perceived costs, on the other hand, refer to the negative outcomes an individual expects to experience, such as embarrassment or rejection.
Uncertainty reduction theory has been widely tested and supported by research in a variety of contexts, including online communication, face-to-face interactions, and group communication. It has also been applied in a variety of fields, including psychology, communication studies, and sociology.
In conclusion, uncertainty reduction theory is a valuable communication theory that explains how individuals try to reduce uncertainty in social interactions. It suggests that individuals engage in communication with the aim of reducing uncertainty about the other person, and that this desire is influenced by factors such as perceived similarity, perceived rewards, and perceived costs. This theory has been widely supported by research and has practical applications in a variety of fields.