Resource Type: Behavior Tendencies: Related Tools: Domains:

Reactance is the psychological term defining the human tendency of reacting negatively towards situations perceived to be limiting personal freedom of choice. Wikipedia defines it as such:

Reactance is a motivational reaction to offers, persons, rules, or regulations that threaten or eliminate specific behavioral freedoms. Reactance occurs when a person feels that someone or something is taking away his or her choices or limiting the range of alternatives.

It’s a very important concept to grasp for choice architecture because it’s the source of many backfiring risks.

Some relevant case studies (if any):




About the Author:

Julien Le Nestour
Applied behavioral scientist & international consultant — I am using the results and latest advances from the behavioral sciences—specifically behavioral economics—to help companies solve strategic issues. I am working with both start-ups and Fortune 500 groups, and across industries, though I have specific domain knowledge in banking, asset management, B2B and consumer IT, SAAS and e-commerce industries.

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