Psychological Reactance
Psychological Reactance is an unpleasant emotional state that occurs when individuals feel their personal freedom of choice is being threatened or restricted. Identified by Jack Brehm in 1966, this mental model explains why "Reverse Psychology" works, why banned books become bestsellers, and why aggressive sales tactics often drive customers away. Understanding Reactance allows leaders and marketers to design "Autonomy-Supportive" communications that encourage cooperation by preserving the individual's sense of agency rather than triggering a defensive rebellion.