The Psychological Reactance Theory was founded by Jack W PDF

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Psychological Reactance Theory The Psychological Reactance Theory was founded by Jack W. Brehm in 1966 and further it was reviewed along with Miron in 2006. The theory explains that how individuals change their behavior to protect their freedom when reactance is generated in human beings. PRT posits that that individual place a highest value to their autonomy and when an individual’s perceive that their freedom is being threatened then reactance “unpleasant motivational state” is generated among themselves to safeguard their freedom. In other words, any force that compels a person to choose any option or to perform an act is considered as threat to freedom. The basic element of theory includes freedom, threat to freedom, reactance and restoration of freedom. Youn and Kim, 2019 found that marketing on social forum i.e., Facebook also generates psychological reactance because users’ option of controlling ads (autonomy) on Facebook pages were negatively related with their perceptions of freedom threat. If users have high autonomy to control ads on Facebook, then their perception on threat to freedom will be low. Another example is surfing on internet can be viewed as a form of liberty because users can choose what they want to investigate and control their viewing flow. However, the sudden a popup ad will hurt their autonomy because pop up ad has interrupted their surfing flow. In order to restore their freedom researchers had suggested several successful strategies for assisting people in regaining their freedom. For instance, when pop up ad a sense of loss of freedom, people may engage enact behavior opposed by the message to reestablish a feeling of control (Dillard and Shen, 2005)....