When freedom of choice leads to bias: How threat fosters selective exposure to health information

Selective exposure to online health information can be ascribed to two related defense motives: the motivation to confirm one’s subjective perceptions and the motivation to protect relevant parts of the self-image, such as physical integrity. Our aim was to identify how these motives come into effect in the context of a health threat (fictitious feedback on an alleged heart disease risk). In a preregistered online study with N = 763 participants, we analyzed the impact of perceived and suggested risk on the degree of bias in selecting risk-related information on a fictitious Google search results page. Applying a 2 × 2 design with the experimental factor “risk feedback” and the quasi-experimental factor “perceived risk,” we formulated six hypotheses. First, we expected a main effect of perceived risk on selective exposure to information suggesting no risk, and second, we hypothesized a main effect of perceived risk on mean quality rating of information suggesting a risk. Third, we proposed a main effect of risk feedback on selective exposure to information which suggests no risk, and fourth, we proposed a main effect of risk feedback on mean quality rating of information suggesting a risk. Fifth, we expected an interaction effect between perceived and suggested risk, and sixth, we proposed an interaction effect between perceived and suggested risk in different forms for each of the four conditions on quality ratings. Only the third hypothesis was confirmed: Receiving information which suggested a health risk increased the tendency to select information denying the risk. Additional exploratory analyses revealed moderator effects of health information literacy and participant age on the aforementioned relationships. In sum, our results underline the crucial role of defense motives in the context of a suggested health threat.