Abstract

Information avoidance is a prevalent communication phenomenon that is less well understood than information seeking. The present study adopts a social-normative perspective on information avoidance as social norms are powerful drivers of behaviors. We aim to separate various types of avoidance-related norms and examine how they relate to information avoidance intentions about the COVID-19 vaccination. Our online survey of a stratified sample of the German population (N = 1,508) revealed that there are personal and societal-level injunctive, descriptive and subjective norms. Except for societal-level descriptive norms, all norms were related to increased avoidance intention. Personal-level norms were revealed to be more important than societal-level norms in predicting avoidance behaviors.