Reactance

We’ll do the opposite from what we’re asked if we’re pushed too hard

Persuasion is a delicate art. If we feel that our freedoms are being restricted, we’ll become aggressively motivated to regain them.

Zemack‐Rugar, Moore & Fitzsimons (2017). Just do it! Why committed consumers react negatively to assertive ads. Journal of Consumer Psychology.

The study

Setup

84 people were shown an ad for a known clothing brand that they either had an existing loyalty to or not, written either assertively or not. Based upon the ad, they were then asked how much from a $25 gift card they'd spend.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

People spent less money after viewing an assertive ad next to a non-assertive ad, especially when loyal.

np_read_2490885_000000

Zemack‐Rugar, Moore & Fitzsimons (2017). Just do it! Why committed consumers react negatively to assertive ads. Journal of Consumer Psychology.

Key Takeaways

Don’t misuse behavioural principles.

We've seen a rising use of faux-scarcity to create an uneasy sense of urgency as well as an aggressive use of Defaults that aren't in customers' best interests. Such applications turn positive activities, like booking a holiday into ones riddled with stress.

Give some control (Miller et al., 2007).

Having a feeling of choice can reduce feelings that our freedoms are being taken away. Mix Autonomy with Certainty by reminding of the inevitability ahead while granting other areas where you can give back control in meaningful ways.

Give lots of warning up-front

If you're planning a big change that will clearly trigger reactance (Richards and Banas, 2015), giving time for the news to sink in, let people familiarise themselves with the new, uncomfortable normal will then reduce reactance when the change does come about.

Reactance

We’ll do the opposite from what we’re asked if we’re pushed too hard

Persuasion is a delicate art. If we feel that our freedoms are being restricted, we’ll become aggressively motivated to regain them.

Zemack‐Rugar, Moore & Fitzsimons (2017). Just do it! Why committed consumers react negatively to assertive ads. Journal of Consumer Psychology.

The study

Setup

84 people were shown an ad for a known clothing brand that they either had an existing loyalty to or not, written either assertively or not. Based upon the ad, they were then asked how much from a $25 gift card they'd spend.

Results

People spent less money after viewing an assertive ad next to a non-assertive ad, especially when loyal.

Key Takeaways

Don’t misuse behavioural principles.

We've seen a rising use of faux-scarcity to create an uneasy sense of urgency as well as an aggressive use of Defaults that aren't in customers' best interests. Such applications turn positive activities, like booking a holiday into ones riddled with stress.

Give some control (Miller et al., 2007).

Having a feeling of choice can reduce feelings that our freedoms are being taken away. Mix Autonomy with Certainty by reminding of the inevitability ahead while granting other areas where you can give back control in meaningful ways.

Give lots of warning up-front

If you're planning a big change that will clearly trigger reactance (Richards and Banas, 2015), giving time for the news to sink in, let people familiarise themselves with the new, uncomfortable normal will then reduce reactance when the change does come about.

Reactance

We’ll do the opposite from what we’re asked if we’re pushed too hard

Persuasion is a delicate art. If we feel that our freedoms are being restricted, we’ll become aggressively motivated to regain them.

The study

Setup

84 people were shown an ad for a known clothing brand that they either had an existing loyalty to or not, written either assertively or not. Based upon the ad, they were then asked how much from a $25 gift card they'd spend.

Results

People spent less money after viewing an assertive ad next to a non-assertive ad, especially when loyal.

np_read_2490885_000000

In detail

Pairings

Currently being prepared...

Connected to

Running workshops?

Reactance

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One