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This page was translated from the German original, partly by machine. Some passages may read awkwardly or contain inaccuracies. When in doubt, please read the original.

Reactance

In brief

The forbidden suddenly becomes more attractive.

"You shouldn't" makes you want more.

Definition​

Reactance is the psychological tendency to react to perceived restrictions of one's own freedom with resistance, defiance or increased interest in what is forbidden. The more strongly the loss of freedom is felt, the stronger the counter-reaction.

EN: Psychological Reactance

Reactance is closely connected with several other biases and is reinforced by them:

  • Scarcity effect: What is hard to access seems more valuable and more desirable.
  • Need for autonomy: People have a fundamental need for self-determination and control.
  • Defiance/oppositional behavior: Especially with high self-esteem or low acceptance of authority.
  • Forbidden fruit effect: Forbidden content is perceived as more interesting and more relevant.

Examples​

Teenagers and prohibitions​

Parental prohibitions ("You're not allowed to smoke") can bring about exactly the opposite: smoking becomes more attractive because it demonstrates one's own autonomy.

Marketing and "limited offers"​

"Only a few left" or "Not suitable for everyone" triggers reactance and makes products more desirable.

Censorship and the Streisand effect​

Attempts to suppress information often make it truly interesting and viral in the first place; the attempt at control amplifies its spread.

Effects​

  • Unintended reinforcement of the very behavior to be prevented
  • Resistance to sensible rules and recommendations
  • Irrational decisions out of defiance rather than by objective criteria

Countermeasures​

  • Offer options instead of prohibitions ("You can choose between X and Y")
  • Provide reasons and create understanding instead of mere instructions
  • Preserve self-determination: involve people in decision-making processes
  • Deliberately avoid reverse psychology. It often comes across as manipulative and reinforces reactance

Sources​

  • Wikipedia: Psychological reactance
  • Brehm, J. W. (1966): A theory of psychological reactance. Academic Press.
  • Cialdini, R. (2006): Influence: The Psychology of Persuasion — chapters on scarcity and reactance.

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