Post-decisional information search: Balancing the pains of suspecting the worst with the comforts of knowing the worst

Selective exposure normally refers to individuals' tendency to favor information that reinforces and is consonant with personal views while avoiding information that contradicts their views. In this article the authors explain why consumers are willing to seek (post-decisional) information, particularly when that information might reveal they made a bad decision. Interestingly, this new approach to selective exposure also explains why individuals might choose to temporarily avoid important (and even potentially reassuring) information that may serve their future goals. We propose the avoidance of important knowledge and the search for painful (as well non-instrumental) knowledge as a counterintuitive strategy for regulating the intensity of negative feelings experienced throughout one's day-to-day affairs. This research was supported by The Henry Crown Institute of Business Research in Israel.