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 ...

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 ...

Neuroscientist Chantel Prat is keen to understand why, despite a growing awareness of diversity and its importance, we still sometimes struggle to accept different perspectives. Neuroscientist Chantel ...

Imagine that you’ve just started a new diet, and you ask your partner to support you in your efforts by reminding you to cook healthy meals at home instead of eating out and do something active after ...