Psychological Reactance: The Paradoxical Effects of (online) Influencing
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We've all been there: strolling through a marketplace on vacation, where a product at one of the stalls catches your eye. Before you know it, a vendor is pushing it into your hands and offering you the best price. Restance grows and before your brain has made a decision to buy, you walk away. This is the personification of an online conversion killer called Psychological Reactance.
Psychological Reactance can occur when influencing is so strong that it creates a feeling of limitation in our freedom of choice. In such cases, a Boomerang Effect (Clee & Wicklund, 1980) can occur, where this feeling is met with an opposite reaction to restore that freedom of choice. The greater the feeling of being forced, the more extreme the resistance and the opposite behavior.
Braingineers has observed this reactance in various studies where products were aggressively promoted and user felt pushed. We detect significant frustration peaks in EEG (brain) data when users feel they have to defend their autonomy. This often results in a negative perception of the product that is being promoted.
Scientific research shows that when consumers are highly engaged with a brand, the pressure to conform is also greater. This is because consumers anticipate feeling guilty if they ignore the assertive message. This pressure increases reactance, which ultimately leads to reduced interest in advertisements and brands (Zemack-Rugar, Moore, &Fitzsimons, 2017). They are also less willing to pay. This presents a problem for companies. They want to promote their products, but not push them on the consumer.
Psychological Reactance on websites
Online customer journeys can trigger psychological reactance in various ways. A good example is pop-ups, which are often assertive advertisements. By using verbs to give direct or compelling commands - such as "buy, do, call, visit", pop-ups create the impression that refusal is not an option (Edwards & Joo-Hyun Lee, 2002). This may trigger reactance in users, partly because they have to take an active action to remove the pop-up (clicking it away).
The same thing happens with retargeting, where users are shown ads for products they previously viewed. In some cases, we are chased for days by the same deals. As you might expect, this also creates resistance.
Another example is the pressure that some booking sites put on users with statements like "Last chance!", "Only 2 left!" or "This offer only lasts 5 hours!". Although scarcity tactics can be effective, too much pushing can create resistance. Some booking sites have already been restricted to use "fake scarcity" and other offers that cause consumer deception.
Neuro-usability research allows us to map reactance and find the right balance in applying it properly. One of our studies looked at a tool designed to provide users with information about the nutritional value of their breakfast. By answering questions about activity and filling in breakfast products, users gained insight into their protein needs and intake. The tool's goal was to activate users by providing product suggestions to increase/improve protein intake. The intended result did not materialize, in fact, users became frustrated when they experienced the tool to be too aggressive in promoting certain products.
To prevent Psychological Reactance, companies can use a more subtle approach to influence, such as providing options or presenting promotions as an opportunity rather than an obligation. It is also essential to respect the user's autonomy and provide them with a sense of control over their choices. By doing so, companies can avoid creating reactance and achieve greater engagement from consumers.
How to reduce online psychological reactance
Establish an independent or neutral position to increase credibility: While it's tempting to promote your products aggressively, it is important to avoid being too pushy or self-serving. By taking a more neutral stance, you can demonstrate that you have the customer's best interests in mind.
Offer a range of options to avoid pushing just one choice: Although it's fine to provide recommendations, make sure to present a variety of options, including less desirable alternatives. By doing so, you can reduce the perception that you are trying to control or manipulate the customer's decision.
Frame your message in terms of gains instead of losses: Research has shown that people are less likely to feel reactance when a message is framed as a gain rather than a loss. Therefore, it's essential to focus on what the customer can gain from your product rather than what they might lose by not choosing it.
Use the BYAF technique to emphasize the customer's choice: The "But You Are Free" technique reminds customers that they are in control of their decision-making process. By doing so, you can increase their interest and engagement while also promoting a sense of autonomy and freedom. Use phrases like "It's up to you," "Decide for yourself," or "Make your own choice."
By implementing these strategies, you can minimize the risk of psychological reactance and increase the chances of a successful sale.
Naturally, we strongly recommend that marketers and sales professionals take the time to understand and apply these principles to their own strategies 😉
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