Courtesy of Salvatore Vuono
Whether we’re buying a new TV or choosing an allergy medication, consumers need decision-making support. In fact, decision theory, just like popular theories of behavior change, is a key consideration in marketing everything from cars to healthy behaviors (like physical activity or flu shots).
Thanks to Facebook, Twitter, and WebMD, there is plenty of information out there to influence our decision-making. But surprisingly, the best decision support may be less information, not more.
New research has shown that the brain can only handle so much information when trying to reach a decision. If given too much information, the brain starts to ignore important facts and focuses on less critical information. More recent information trumps older information, no matter which one has a greater impact on the outcome. And complete information overload often results in people not making a decision at all.
Health literacy and plain language advocates are sometimes criticized for making things too simple (‘dumbed down’). We believe it’s absolutely essential that health professionals provide correct and sufficient information to allow people to make truly informed decisions. But the latest research confirms what we’ve known all along: overloading people with details clouds judgment and detracts from their ability to make a sound decision.
The challenge: to present consumers with ‘just enough’ information to take action while avoiding what Sharon Begley of Newsweek dubs ‘info-paralysis.’ Those of us in the field of health literacy strive to strike this balance.
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