If you’ve dealt with reactance, you surely know the two equations for computing inductive and capacitive reactance. But unless you’ve really dug into it, you may only know the formula t… ...

When reactance is happening in our minds and bodies, we have negative thoughts, and we often feel anger, hostility, and aggression. People who strongly feel reactance in response to threats to ...

Reactance, as I laid out in Part 1, can be stronger if the coercive persuasion grating on you comes from someone whose values you hate.

The COVID-19 pandemic has been a case study in human contrarianism. In staggering numbers, people refused—and still refuse—to comply with mask and vaccine mandates. Some bridled at being sent home to ...

Reactance bias is thought of as the “F.U. I won’t do what you tell me” bias, but reactance is more nuanced than that. Originally defined by Brehm in 1966, it is “the tendency to do the ...

Research on the effects of personalized messages on consumers' behavioral responses has yielded mixed findings. We explore how e-mail personalization influences click-through intentions. Our results ...

Reactance occurs when we feel our freedom is being suppressed by an authority and just to reassert our freedom, we act in the opposite direction to what the authority dictates ...