Motivated Ignorance: the Hedonic Cost of Nutritional Information

Scott Davis, Texas A&M University, USA
Kelly Haws, Vanderbilt University, USA
Consumers may willfully avoid information that increases goal conflict. We propose that this motivated ignorance leads low self-control individuals to ignore nutritional information due to the hedonic cost this information imposes. In short, hedonic enjoyment of indulgent foods is greater when nutritional information is avoided.
[ to cite ]:
Scott Davis and Kelly Haws (2015) ,"Motivated Ignorance: the Hedonic Cost of Nutritional Information", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 249-253.