Solution Aversion

Behavioural Public Policy Blog

Child hands holding a coffee milk shakeTroy 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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About Jim Rose

Utopia - you are standing in it promotes a classical liberal view of the world and champion the mass flourishing of humanity through capitalism and the rule of law. The origin of the blog is explained in the first blog post at

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