#2: When Ignorance isn’t Bliss

Adding an extra dose of behavioral science to your week with our series In a Nutshell— a collection of behavioral science principles, explained in 150 words or less, written weekly by CUBIC director Allison Zelkowitz.

Have you ever postponed stepping on a scale, getting your cholesterol tested, or checking your bank balance?

If so, then you likely fell prey to the ostrich effect, the human tendency to avoid negative information that could help one take corrective action. We do this because we fear how the information will make us feel, or we worry about how it might impact our lives, or require us to change our behavior (or our self-image). In our work, the ostrich effect often comes into play when people avoid getting tested for a stigmatizing disease.

If you find yourself avoiding useful negative information, try to determine why you’re doing so, and remind yourself of your goals, such as financial security or a rewarding and productive life. Then, try to note down all the actions you could take to overcome the problem, and the benefits these would have in the long run.