Climate change solutions must be framed in a way that limits political action and emphasizes the American dream, says UO assistant professor of marketing Troy Campbell in a USA Today article.

Campbell uses a theory called “solution aversion” to explain that some people continue to reject climate change because they are ideologically opposed to the proposed solutions. Instead, Campbell recommends the solutions be reframed in a way that emphasizes a personal threat.

"How do you (convince) the people who are least likely to support climate change science, without changing the solution? You say it is consistent with protecting something they care about, like the American system," Campbell said. "Make it about protecting America."

For the full story, see “Most Americans say climate changing, humans to blame” in USA Today.

Troy Campbell is an Oregon expert on marketing, consumer behavior, social psychology and political psychology. Learn more about UO experts on the Media Relations website.