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 ...

Federal health officials first advised Americans to wear cloth face masks amid the coronavirus pandemic one week ago. But the recommendation hasn't exactly persuaded the masses. "It still seems ...

The theory of psychological reactance originates in the 1960s with Jack Brehm, who developed it when he was a professor at Duke University. Brehm said that humans are negatively aroused when they ...

Emilie Le Beau Lucchesi, Ph.D., is a freelance journalist who regularly contributes to Discover Magazine. She reports on the social sciences, medical history, and new scientific discoveries. View Full ...