Data which point to an explanation for a previous failure to show avoidance of dissonant information and which provide evidence that dissonant information is avoided were collected in 2 experiments with the same basic procedure. College women ranked different products according to desirability, made a choice between 2, and then rated their interest in reading advertisements for each of the products. The rankings of desirability of the products and the ratings of interest in ads about them were highly correlated. When the ratings of interest for the chosen and rejected products were adjusted to eliminate differences due to their initial desirability, interest in ads for the chosen was positive; interest for the rejected was negative, that is, less than would be expected from the desirability of the product. (PsycINFO Database Record (c) 2016 APA, all rights reserved)