The cost of asking: Extending the dimensions of willful ignorance

Willful ignorance refers to the deliberate avoidance of available information, often to shield oneself from psychological discomfort. While traditionally explained by emotional costs tied to the content of information, this paper highlights an overlooked dimension: the social costs of seeking information. Drawing on theoretical frameworks and experimental evidence, we show that individuals often avoid asking sensitive questions not merely to remain ignorant, but for social reasons—including preserving trust, respecting norms, and avoiding intrusions into privacy. Such behavior reflects a desire to maintain social harmony, even at the risk of forgoing important information. We propose a refined understanding of willful ignorance that considers the interpersonal dynamics and relational risks inherent in everyday acts of questioning.