Reactance Theory

Reactance Theory suggests that when people feel their freedom to choose or behave a certain way is threatened or restricted, they experience a motivational reaction called "reactance." This reaction often prompts them to resist or do the opposite of what’s being imposed, in an effort to regain their sense of independence. For example, if someone is told they can't do something, they might become more determined to do it anyway. The theory helps explain behaviors in situations like advertising, authority, or social pressures, highlighting how perceived restrictions can unintentionally increase the desire to act contrary to those restrictions.