Theory of Psychological Reactance

psychological reactance

- how we react when we perceive there is a restriction of freedom ● Prerequisites ○ One knows he/she can operate according to the freedom to act, ○ And considers this freedom to act is important ○ And perceives threat to/elimination to this freedom to act ● Reactance effects could include aggression or physiological tension (increased pulse)

Marketing applications

- Reduce this tension use humor b/c you don't feel manipulated - Good music, images - Use limited edition on purpose or selected shops (there are no more than 100, then I WANT IT) - DON'T tell people what to do - Prohibition is like an invitation

Brehm & Brehm reactance effects

○ Direct re-establishment of freedom via corresponding behavior ○ indirect/implicit reestablishment of freedom ○ Subjective response (change of attraction/opinion) ○ Attempt to deny recent freedom constriction