Reactance theory grew out of research on consumer behavior. This psychological theory describes how people react when they sense a threat to their freedom of choice. The theory extends to many other ...

Experience has often taught parents that children's desires for products are heightened when they are told "You can't have that!" The psychological literature has identified this phenomenon as ...

This mechanism is present in all human beings, but it manifests itself with greater or lesser intensity depending on factors such as the individual’s perception of freedom, the importance given to ...