Willful inattention: Integrating visual attention mechanisms and willful ignorance

Willful ignorance refers to the intentional avoidance of relevant information, even when access is cost-free. We integrate this concept with the idea that visual attention operates along a continuum and define willful inattention as below-baseline attention to relevant information, driven by avoidance motivation. Willful inattention allows individuals to reduce awareness of visually apparent information and plays a significant role in several domains including dishonesty and harmful consumption. We show how interventions aimed at reducing willful inattention may harm information seeking behavior and vice versa. Policies targeting heterogenous populations must therefore tradeoff capturing the attention of information seekers and avoiders.