Reactance theory

The theory that postulates that when an individual’s freedom to engage in a specific behaviour is threatened, the threatened behaviour becomes more attractive A “boomerang effect” that sometimes occurs when consumers are threatened with a loss of freedom of choice; they respond by doing the opposite of the behavior advocated in a persuasive message. For example, efforts to censor books, television shows, or rock music that some people find objectionable may result in an increased desire for these products by the public. Similarly, extremely overbearing promotions that tell consumers they must or should use a product may wind up losing more customers in the long run. Reactance more likely to occur when the perceived threat one’s freedom increases and as the threatened behavior’s importance to the consumer also increases.