Too Much Information? A Systematic Investigation of the Antecedents and Consequences of Ambivalence-Induced Information Seeking Behavior

People regularly have to navigate decisions about which they feel ambivalent, for instance, regarding unhealthy food, recycling, or financial investments. It is assumed that people cope with such felt ambivalence by seeking information that sways their ambivalent attitudes (potential ambivalence) about these topics. However, empirical evidence for this proposition is scarce because most studies measure information seeking intentions instead of behavior. As such, it remains doubtful whether information seeking indeed helps people to reduce felt ambivalence while making decisions. To test this proposition, we adapted a sample-based information seeking paradigm that enabled us to measure actual information seeking behavior in financial decisions. In four pre-registered studies (total N = 542 participants; k = 16.538 decisions), we demonstrated that when people feel ambivalent about an initial set of information about a stock, they seek more information about its development to decide whether it develops positively or negatively; this information seeking, in turn, helps them to reduce felt ambivalence when making the decision. However, this is only the case when the initial information is ambivalent and the sought information is univalent; otherwise, information seeking increases felt ambivalence. This supports a central proposition in ambivalence research, indicating that people can indeed solve their felt ambivalence through information seeking. However, our data also showed that the effect of information seeking on felt ambivalence cannot be fully explained by changes in potential ambivalence and a resolution of the attitudinal basis of the conflict. Future research should, therefore, examine whether and how information seeking can also serve as an emotion-focused coping strategy that helps people reduce felt ambivalence by coping with conflict-induced discomfort.