How reactance works
The theory begins with the assumption that people value being able to choose. A threat to that freedom, such as a prohibition or a heavy-handed request, creates an uncomfortable motivational state. People may then find the forbidden option more attractive, reject the source or look for a way around the rule.
Measuring it
Reactance was first treated as something that could only be inferred. Later work, especially in communication research, modelled it as a mix of anger and negative thoughts that can be assessed directly. Some people also appear more prone to reactance than others.
Practical relevance
Reactance helps to explain why forceful health warnings sometimes backfire, and it has encouraged softer wording that keeps the choice with the audience. The size of these effects varies. Blanket claims that any persuasion attempt will backfire are not supported, since most messages do not provoke strong resistance.
Further reading
- Brehm, J. W. (1966). A theory of psychological reactance. Academic Press.
- Rains, S. A. (2013). The nature of psychological reactance revisited: A meta-analytic review. Human Communication Research, 39, 47-73.
- Steindl, C., Jonas, E., Sittenthaler, S., Traut-Mattausch, E., & Greenberg, J. (2015). Understanding psychological reactance: New developments and findings. Zeitschrift fur Psychologie, 223, 205-214.