Celebrity disclosures and information seeking: the case of Angelina Jolie

Abstract

PurposeOn May 14, 2013, actress Angelina Jolie disclosed that she had a BRCA1 mutation and underwent a prophylactic bilateral mastectomy. This study documents the impact of her disclosure on information-seeking behavior, specifically regarding online genetics and risk reduction resources available from the National Cancer Institute (NCI).MethodsUsing Adobe Analytics, daily page views for 11 resources were tracked from April 23, 2013 through June 25, 2013. Usage data were also obtained for four resources over a 2-year period (2012–2013). Source of referral by which viewers located a specific resource was also examined.ResultsThere was a dramatic and immediate increase in traffic to NCI’s online resources. The Preventive Mastectomy fact sheet received 69,225 page views on May 14, representing a 795-fold increase compared with the previous Tuesday. A fivefold increase in page views was observed for the PDQ® Genetics of Breast and Ovarian Cancer summary in the same timeframe. A substantial increase from 0% to 49% was seen in referrals from news outlets to four resources from May 7 to May 14.ConclusionCelebrity disclosures can dramatically influence online information-seeking behaviors. Efforts to capitalize on these disclosures to ensure easy access to accurate information are warranted.