Understand Your Buyer > How to Engage  > Reactance

What is it?

Reactance is the sophisticated name for “reverse psychology” the art of telling people what they can’t do and that then encouraging them to do it.


Why does it work?

As humans we are naturally protective of our freedoms. When a freedom is restricted through a challenge such as “don’t press the red button” we feel the urge to not only protect our freedom from this blocker, but to immediately exercise our freedom to prove we are in control.


How can you use it?

Reactance is used in sales copy and advertising, often satirically, to move clients to act. For example I have written a lot more on reactance and can prove it works if you click here.


But please don’t click that link.


See also




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