J.W. Brehm first proposed reactance theory in 1966. Reactance is the motivation to regain a freedom after it has been lost or threatened, and it leads people to resist the social influence of others. Quoting from the article Understanding Psychological Reactance: “The unpleasant motivational state of reactance results in behavioral and cognitive efforts to reestablish one’s freedom, accompanied by the experience of emotion. People who are threatened usually feel uncomfortable, hostile, aggressive, and angry.” We can minimize or avoid the reactance phenomenon when we recognize its importance and consider how to enact policies, announce plans, and conduct ourselves to avoid real or felt loss of freedom to engage in free behaviors.  Learn more here:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4675534/

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