As additional motivation for our empirical setup, we provide a model of how prior beliefs, experience with the medical profession and proximity to the Tuskegee study subjects interact to determine health-seeking behavior. In this regard, our model relates both to work by Bronnenberg et al. (2012) and Bronnenberg et al. (2015) on how prior experience can influence beliefs and behavior and to belief formation models by Guiso et al. (2008) and Bnabou and Tirole (2006).1 The models equilibrium provides testable predictions which inform our empirical analysis.