［Purpose/significance］Medical crowdfunding projects often use slogans related to social norms to urge people to donate, but visitors often avoid the message. Therefore, it is necessary to investigate whether the presence of social norms affects individuals' willingness to avoid information and its possible influencing psychological mecha? nisms.［Method/process］A " cognition–affect–conation " framework was introduced as the basis for the research model, with social norms (descriptive norm and injunctive norm) as independent variables, fatigue, anxiety and guilt as mediating variables and willingness to avoid information as dependent variables. A between-group experiment was de? signed and hypothesis testing was conducted.［Result/conclusion］The results show that fatigue and anxiety increase an individual's willingness to avoid information, while guilt reduces an individual's willingness to avoid information. So? cial norms can elicit emotions, but there are differences in the emotions elicited by different social norms. Among them, descriptive norms are more likely to cause fatigue and anxiety, while injunctive norms are more likely to cause guilt. The findings deepen the understanding of information avoidance behaviour, enrich the literature on medical crowdfund? ing research and provide guidance on how medical crowdfunding platforms and helpers can more effectively use social norms in practice.