The effects of retrieval ease on health issue judgments: implications for campaign strategies

This paper examines the effects of retrieving information about a health ailment on judgments of the perceived severity of the disease and self-efficacy regarding prevention and treatment. The literature on metacognition suggests that recall tasks render two types of information accessible: the retrieved content, and the subjective experience of retrieving the content. Both types of information can influence judgments. Content-based thinking models hold that the more instances of an event people can retrieve, the higher they will estimate the frequency of the event to be. In contrast, experience-based thinking models suggest that when people experience difficulty in retrieving information regarding an event, they rate the event as less likely to occur. In the first experiment, ease of retrieval was manipulated by asking participants to list either a high or low number of consequences of an ailment. As expected, retrieval difficulty resulted in lower perceived disease severity. In the second experiment, ease of retrieval was manipulated by varying the number of disease prevention or treatment measures participants attempted to list. As predicted, retrieval difficulty resulted in lower self-efficacy regarding prevention and treatment. In experiment three, when information regarding a health issue was made accessible by exposure to public service announcements (PSAs), ease-of-retrieval effects were attenuated. Finally, in experiment four, exposure to PSAs encouraged content-based judgments when the issue was of great concern.