Troy Campbell Assistant Professor in Marketing, Lundquist College of Business, University of Oregon
The Basic Phenomenon of Solution Aversion
Why do people deny the biggest problems of our times, from climate to inequality? And why do people deny personal problems, like their personal health failings or finance troubles? Aaron Kay and I propose that one overlooked reason is aversive solutions to those problems. Understanding this can help such can help us understand some of the biggest problems of our times, such as why certain groups deny certain problems and others don’t – because the solution is more aversive to one group than another.
At its most basic, the concept of solution aversion is the idea that people are motivated to deny problems and the scientific evidence supporting the existence of the problems when they are averse to the solutions. In our original work, we found that people evaluate scientific…
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