The Role of Optimistic Bias and Affect on Social Media Searches About COVID-19

The preventive health behavior people adopt is partly a result of the risk they perceive from the threat, and health behavior theory has shown that risk communication is a critical part of that outcome. But risk to self and risk to others are often judged differently. Optimistic bias, which describes an unrealistic level of optimism about a threat, is a well described and frequently observed phenomenon in the study of health behavior. Traditional measurements of this construct have typically used the difference in self and other risk levels, which may obscure the impact. This study used a moderated mediation path with other-risk as a moderator of self-risk to study how optimistic bias and emotion about a rapidly changing risk may impact information seeking about it through social medial channels, which represent a still nascent but evolving media for credible health information. Results showed that optimistic bias about developing symptoms of COVID was indeed present and that the effect of perceived self-risk was mediated by fear and anxiety to predict social media searches about the threat. Further, affect and social media search behavior decreased with increasing levels of perceived other risk, indicating optimistic bias served to dampen a person's motivation to seek information. The implications of the results on health behavior theory, risk communication, and public health practice are discussed.