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Abstract Neophobia, an aversive response to novelty, is a behavior with critical ecological and evolutionary relevance for wild populations because it directly influences animals’ ability to adapt to new environments and exploit novel resources. Neophobia has been described in a wide variety of different animal species from arachnids to zebra finches. Because of this widespread prevalence and ecological importance, the number of neophobia studies has continued to increase over time. However, many neophobia studies (as well as many animal behavior studies more generally) suffer from one or more of what we have deemed the “seven deadly sins” of neophobia experimental design. These “sins” include: (1) animals that are not habituated to the testing environment, (2) problems with novel stimulus selection, (3) non-standardized motivation, (4) pseudoreplication, (5) lack of sufficient controls, (6) fixed treatment order, and (7) using arbitrary thresholds for data analysis. We discuss each of these potential issues in turn and make recommendations for how to avoid them in future behavior research. More consistency in how neophobia studies are designed would facilitate comparisons across different populations and species and allow researchers to better understand whether neophobia can help explain animals’ responses to human-altered landscapes and the ability to survive in the Anthropocene.