Using curiosity to counter health information avoidance

Objective: Information that is beneficial for health decision-making is often ignored or actively avoided. Countering information avoidance can increase knowledge of disease risk factors and symptoms, aiding early diagnoses and reducing disease transmission. We examine whether curiosity can be a useful tool in increasing demand for, and engagement with, potentially aversive but useful health information.

Methods: Four pre-registered randomized online studies were conducted with 5795 participants recruited from online survey platforms. Curiosity for aversive health information was manipulated by providing a 'curiosity incentive' - identity-related information alongside aversive information - (Study 1), obscuring information (Studies 2 and 3), and eliciting guesses about the information (Studies 2 and 4). Willingness to view four types of aversive health information was elicited: alcohol consumption screening scores (Study 1), colon cancer risk scores (Study 2), cancer risk factors (Study 3), and the sugar content of drinks (Study 4).

Results: In Study 1, the curiosity manipulation increased the likelihood that participants viewed information about the riskiness of their drinking. Studies 2 and 3 show that curiosity prompts can counter people's reluctance to learn about and assess their cancer risk. And Study 4 shows that using curiosity prompts to encourage engagement with aversive information (sugar content of drinks) also improves health-related choices (opting for a sugar-free drink alternative).

Conclusion: Curiosity prompts provide an effective and simple way to increase engagement with aversive health information.