Choosing Not to Know: Why We Ignore the Truth to Feel Better

This study by Vu et al. (2023) explored why people sometimes avoid learning how their actions affect others—like not checking if buying something might hurt the environment or other people. The researchers found that about 40% of people choose not to look at information that’s easy to find, just so they don’t feel bad about making a selfish choice. When people avoided this information, they were about 15% less likely to do something kind or helpful. The study suggests that many people do this to protect their self-image—they want to think of themselves as good people, even if their actions aren’t always kind. This kind of behavior shows up in everyday situations like shopping or making decisions at work to feel better.

Vu, L., Soraperra, I., Leib, M., van der Weele, J., & Shalvi, S. (2023). Ignorance by choice: A meta-analytic review of the underlying motives of willful ignorance and its consequences. Psychological Bulletin, 149(9-10), 611-635. https://doi.org/10.1037/bul0000398

A person holding shopping bags decorated with festive ribbons, standing in a bustling mall adorned with holiday lights.