Why do some people act against scientific consensus, even when doing so jeopardizes their health and well-being?

The Information Deficit Model suggests that such behavior stems from a lack of accurate information, while the Bias Model attributes it to cognitive biases. However, these models fail to fully explain all cases of individuals acting against expert advice. We propose the Value-based Model, which posits that individuals can have epistemically justified background beliefs and values that lead them to conclusions that differ from those of experts. We argue that public health strategies should go beyond simply correcting misinformation and biases; they should also engage with the independent background beliefs that influence and shape individuals' decisions. By adopting this comprehensive approach, we contend that public health campaigns can more effectively navigate an environment rife with misinformation and improve their efficacy.

Speaker:
S. Matthew Liao
NYU School of Global Public Health

A Roger W. Holmes Lecture