Library and librarian image as motivators and demotivators influencing academic staff use of university libraries

This paper commences with a discussion of the findings of research carried out for a PhD into motivators and demotivators linked to information‐seeking behaviour. Library and librarian image was discovered to be both a motivator and a demotivator in the choice of whether or not to use the library or certain information sources. The paper then moves into discussions of our attempts to develop a practical instrument suitable for the evaluation of library and librarian image formation.