Who Does Not Benefit from Fact-checking Websites?: A Psychological Characteristic Predicts the Selective Avoidance of Clicking Uncongenial Facts

Fact-checking messages are shared or ignored subjectively. Users tend to seek like-minded information and ignore information that conflicts with their preexisting beliefs, leaving like-minded misinformation uncontrolled on the Internet. To understand the factors that distract fact-checking engagement, we investigated the psychological characteristics associated with users’ selective avoidance of clicking uncongenial facts. In a pre-registered experiment, we measured participants’ (N = 506) preexisting beliefs about COVID-19-related news stimuli. We then examined whether they clicked on fact-checking links to false news that they believed to be accurate. We proposed an index that divided participants into fact-avoidance and fact-exposure groups using a mathematical baseline. The results indicated that 43% of participants selectively avoided clicking on uncongenial facts, keeping 93% of their false beliefs intact. Reflexiveness is the psychological characteristic that predicts selective avoidance. We discuss susceptibility to click bias that prevents users from utilizing fact-checking websites and the implications for future design.