Mitigating Selective Exposure to Information via Accuracy and Defense Focused Messages

Abstract

Selective exposure (i.e., the general psychological tendency that people have to prefer information that supports what they believe over counterattitudinal information) is problematic because optimal decision-making often requires exposure to counterattitudinal information. Although the consequences of selectivity have been extensively studied, there remains a gap in the literature for how to persuade people to reduce their selectivity. Selective exposure is primarily motivated by defense (maintaining one’s current attitude, belief, behavior, or self-concept) or accuracy concerns (having a correct attitude/decision/judgment). Therefore, the present study targeted defense and accuracy motivations through the use of theory-informed intervention messages. 406 participants recruited from an online panel were randomly assigned to read one of six persuasive messages (five experimental, one control) and then were asked to indicate how interested they would be in reading articles about increasing their internet bills (a counterattitudinal topic). Results found that messages explaining why it is good to consider the opposite, and why looking at counterattitudinal information can enhance one’s ability to defend one’s views (inoculation) effectively mitigated selective exposure. Therefore, messages based on accuracy and defense were both supported. However, a message asking people to be unbiased did not work. Similarly, the defensive frames based on cognitive dissonance theory were likewise ineffective (cognitive dissonance, and self-affirmation). Implications for next steps are discussed.