Approach or Avoidance? The Role of Nonverbal Communication in the Academic Library User's Decision to Initiate a Reference Encounter

THISNATURALISTICSTUDY EXAMINED THE ROLE of nonverbal communication in the academic library. Library users with information needs face the choice of trying to find the solution themselves or asking a librarian for assistance. This decision to approach or not approach a librarian and engage in interaction was studied through use of Mehrabian’s (196’7)immediacy metaphor. It was hypothesized that the nonverbal behavior of the librarian is related to the user’s decision to approach. Data were collected through observation and interviews from two academic libraries: one college and one university. The investigator observed reference interactions for thirty-seven hours, interviewing 155users who approached thirty-four librarian volunteers during this observation period. A content analysis of data resulted in the identification of five categories indicated by users to have been critical in their choice to approach one librarian over another: (1)initiation, (2) availability, (3) familiarity, (4) proximity, and ( 5 ) gender. Nonverbal behaviors important in users’ perceptions of approachability were identified. Eye contact was the most frequently mentioned behavior that signaled to the user that the librarian was approachable. INTRODUCTION This study investigates a crucial aspect of the reference desk encounter-the user’s decision to approach or not to approach the librarian and engage in interaction. The decision to initiate is a unique communication aspect which differentiates librarian-user interactions from other Marie L. Radford, School of Information and Library Science, Pratt Institute, 200 Willoughby Avenue, Brooklyn, NY 11205-3897 LIBRARY TRENDS, Vol. 46, No. 4, Spring 1998, pp. 699-717 01998 The Board of Trustees, University of Illinois 700 LIBRARY TRENDS/SPRING 1998 professional-client interactions such as doctor-patient or lawyer-client. Initiation in such cases is a highly structured and rule-governed procedure that is controlled by the professional, usually through the mediation of a secretary or receptionist. In the case of most reference interactions, the librarian sits or stands behind a desk in full view of‘the users in the reference area. The librarian is available for users to approach at their discretion, rather than at the librarian’s convenience. One might assume, therefore, that initiating an interaction with a librarian would be relatively easy. There is no need to schedule an appointment and possibly wait in a crowded office as one might expect in seeing a doctor. Yet, research in the library literature suggests that approaching a librarian is reported to be difficult (Larason & Robinson, 1984; Swope & Katzer, 1972), often done as a “last resort” (Gothberg, 1977, p. 2), and perceived, at times, as unsatisfactory (Murfin & Gugelchuk, 1987; Radford, 1993,1998; Taylor, 1968). What determines a user’s decision to undertake an interaction with a reference librarian? Library users have two related types of information about librarians as they contemplate initiating an interaction: (1) an impression of the librarian presently attending the reference desk informed by their appearance and nonverbal behavior; and (2) previous experience with and/or opinions of librarians. Any decision to approach and initiate interaction with the librarian is a function of both types of information. This study investigates the role of nonverbal communication in the user’s decision to initiate and endeavors to identify specific behaviors by the librarian that are related to this decision. Nonverbal communication is defined here as “all the messages other than words that people exchange” (DeVito& Hecht, 1990, p. 4). Nonverbal communication behaviors have been classified into the following codes: kinesics (known as body language, including eye, facial, and body movement) ;paralanguage or vocalics (vocalizations other than words, such as sighs and moans, vocal pitch and volume) ; haptics (touch) ; proxemics (spatial distances) ; chronemics ( t ime); olfactics (smell); and artifacts (use of objects, such as jewelry) (Burgoon et al., 1989). Approximately 60 percent of meanings are communicated nonverbally: “Nonverbal messages are the primary means for communicating emotion, forming impressions, and communicating about relationships” (DeVito & Hecht, 1990, p. 4). Nonverbal communication behaviors are crucial factors in decisions to initiate interaction with another person (Burgoon et al., 1989; Mehrabian, 1967,1981). Mehrabian (1981) identified nonverbal immediacy behaviors that express approach or avoidance, level of involvement, and positive and negative feelings in a given interaction. Mehrabian’s (1971, 1981) work also found that nonverbal behaviors communicate: (1) status (e.g., superior/subordinate) , and M. RADFORD/APPROACH OR AVOIDANCE? 701 (2) responsiveness (how quickly and actively one person responds to another) (see Knapp & Hall, 1992).