Willful ignorance exists in large amount in daily life. People regularly look the other way rather than examining the consequences of their actions. Despite plenty of scientific evidence for climate change, for instance, many people still avoid engaging with facts about global warming.
We wanted to understand how common willful ignorance is and why people engage in it. After collecting data from multiple research projects that involved more than 6,000 individuals, we discovered that willful ignorance is common and harmful, with 40 percent of people choosing "not to know" the consequences of their actions to free themselves of guilt while maximizing their own gains. But we also found that about 40 percent of people are unselfish: rather than avoiding information about the consequences of their actions, they seek it out to increase the benefits to others.
In the experiments, the decisions were made in one of two settings. In the transparent (透明的) setting, decision-makers had information about how their choice would affect themselves and their partner. In an ambiguous (模糊的) setting, decision-makers knew how their choice would matter for themselves but not for their teammate — although they could request that insight.
The overall balance tipped toward selfishness when participants had the option to avoid information. Only 39 percent of people in the ambiguous setting made the choice that ultimately benefited their partner — a significant drop from 55 percent in the transparent condition.
If we can avoid putting a strong moral emphasis on decisions, it may make people feel less threatened and, as a result, be less willfully ignorant. Other research groups have found promising ways to do this. For instance, we could encourage people to think more positively about good deeds rather than guilt-trip them for what they have failed to do. Highlighting recent global achievements, such as healing the ozone (臭氧) layer, can inspire people to keep up the good work rather than feeling like the battle is lost and that the situation is hopeless.
In short, we can encourage one another and ourselves toward more selfless and generous actions.