Information Avoidance in Consumer Choice: Do Avoidance Tendencies and Motives Vary by Age?

Social and cultural influences on older consumers

Given the growing size and proportion of older consumer segments in the market, it is important to understand the social and cultural influences that guide their decision-making. This brief review synthesizes recent advances in consumer research that shed light on age-related differences in consumer responses to economic and sociocultural factors, with an emphasis on the latter. The varied effects of social and cultural factors on older consumers can be explained by the changes in the economic status, cognitive functions, and socioemotional needs that consumers experience as they age. We conclude the review by highlighting areas of research that require further investigation.

Susceptibility to default effects does not differ by age

Decision makers are more likely to passively accept than to actively reject preselected default options. Age differences in such "default effects" have not been systematically examined, but prior research reports age-related variation in several known determinants of default effects suggesting that they may be more common in older as compared to younger adults. To address this question, a representative life span sample (N = 500; Mage = 49.90, SDage = 19.34; 51% female, 49% male; 67% non-Hispanic White) responded to a preregistered online study. Participants completed a default effect task comprising two conditions, one requiring opt-out and one requiring opt-in decisions (i.e., 15 vs. 0 preselected features each). Susceptibility to defaults was assessed as the discrepancy between the number of features selected within each condition. In addition, we collected data on known determinants of default effects (i.e., perceived endowment, endorsement, ease, experience making similar choices, importance of the choice, and affective responses to the choice). Finally, we screened demographic background, personality, socioemotional and health status, and cognitive ability. Susceptibility to default effects was evident both at the individual and the group level. Unlike hypothesized, older age did not predict greater susceptibility to defaults, and older adults were less likely to endorse determinants of default effect compliance. Of the covariates assessed, only identifying as non-Hispanic White, greater perceived endorsement, greater perceived ease, and lower perceived importance of making the right choice predicted decision makers' susceptibility to default effects. Thus, our findings suggest that susceptibility to decision defaults does not vary by age. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

The effect of fear and situational motivation on online information avoidance: The case of COVID-19

During the COVID-19 pandemic, a plethora of online sources for information and news dissemination have emerged. Extant research suggests that very quickly, individuals become disinterested and begin avoiding the information. In this study, we investigate how an individual's fear and situational motivation impact Online Information Avoidance. Using the self-determination theory and information avoidance theories, we argue that fear and external regulation are associated with increased Online Information Avoidance. We also argue that intrinsic motivation and identified regulation are associated with a decrease in Online Information Avoidance. Our findings suggest that fear, intrinsic motivation, and external regulation drive Online Information Avoidance, where intrinsic motivation is the most significant driver. We also found that identified regulation is a crucial inhibitor of Online Information Avoidance. While focusing on COVID-19, our study contributes to the broader information systems research literature and specifically to the information avoidance literature during a pandemic or a prolonged crisis. Our study's findings will be useful for governments, health organizations, and communities that utilize online platforms, forums, and related outlets to reach larger audiences for disseminating pertinent information and recommendations during a crisis.