You have it all wrong. Your “ugh” field should go into their utility function! Whether or not they invest the resources to overcome that “ugh” field and save their life is endogenous to their situation!
You are making the case for rationality, it seems to me. Your suggestion may be that people are emotional, but not that they are irrational! Indeed, this is what the GMU crowd calls “rationally irrational.” Which makes perfect sense—think about the perfectly rational decision to get drunk (and therefore be irrational). It has costs and benefits that you evaluate and decide that going with your emotions is preferable.
I see this comment as not understanding the definition of “rational” in economics, which would be simply maximizing utility subject to costs such as incomplete information (and endogeneous amounts of information), emotional constraints and costs, etc.
“These are people whose utility function does not place a higher utility on ‘dieing but not having to take my meds’.”
Why are you making claims about their utility functions that the data does not back? Either people prefer less to more, knowingly, or they are making rational decisions about ignorance, and not violating their “ugh” field, which is costly for them.
How is that any different than a smoker being uncomfortable quitting smoking? (Here I recognize that smoking is obviously a rational behavior for people who choose to smoke).