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Why Some People Resist Advice on How to Behave in the Pandemic

Troy Campbell: People are experiencing different levels of “solution aversion” when it comes to the one-size-fits-all advice for staying safe from COVID-19. Solution version is the psychological phenomenon in which people tend to resist or deny the problem when they are averse to the solution. Aaron Kay and I first published on this psychological effect in 2014 with a series of studies about how people with certain aversions denied problems (e.g, climate change, air pollution, gun violence) to a greater or lesser degree depending upon how we experimentally varied the aversiveness of various solutions.

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