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What is Psychological Reactance?
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Psychological reactance is a cognitive bias that describes the extreme reactions human beings experience when we feel as though we are being pushed towards doing something or as though our freedom to make our own choices is being threatened.

Reactance is a psychological defence mechanism that we utilise more or less subconsciously in order to try and get back our freedom. We become “motivationally aroused”, meaning we’re flooded with an excess of righteous motivation that leads us to fight for those freedoms.

 

Benjamin Ligier

by Benjamin Ligier

Benjamin is CRO Expert at Convertize, based in London. Passionate about design and webmarketing, he started out working in email marketing and then specialised in Conversion Rate Optimisation (CRO).