Helge Thorbjørnsen

Psychologists often use the term “psychological reactance” to explain why people, when feeling that their personal freedom is being threatened, react negatively to attempts to persuade or influence them. One can argue that reactance also occurs when consumers receive highly personalised communication from firms and brands. If a newly purchased brand suddenly pretends to be your best friend and uses personal information about your date of birth, social status, address, preferences and previous purchases to tailor a personalised offer in a subsequent email solicitation, you might also experience psychological reactance – and recoil. More than that, a negative reaction may not be restricted to a simple non-response to the one solicitation. Potentially, it might end your relationship. Permanently.

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