THE SAFETY DANCE
PSYCHOLOGICAL REACTANCE
A defensive reaction triggered when one feels their freedom of choice is threatened.
When humans feel coerced or pushed into doing something, a natural reaction is resistance – thus protecting their autonomy and freedom of choice. The person often feels compelled to do the opposite of what they are told (teenage years, anyone?) in attempt to regain control, even to their detriment.
In short, the more we feel forced into doing something (such as purchasing a product or giving our email) the more we will resist it.
SO WHAT
People love to buy but hate to be sold. Offer solutions to answer consumer needs as opposed to defaulting to what the business wants to sell. The latter will often backfire.
NOW WHAT
Too many impressions (especially Retargeting) will make consumers feel "strong armed". Check your frequency!
Offer consumers several product options; it subconsciously emphasizes their freedom to choose. And when people feel autonomous, they are more interested overall.
MARKETING IMPLICATION
Brands don't know what their consumer needs until they ask. When did your client last check in with their audience via Social Listening or surveys?
When you talk, you are only repeating what you already know. But if you listen, you may learn something new.
- The Dalai Lama
Sources & Additional Reading
https://www.crowdspring.com/blog/loss-aversion-marketing/https://www.convertize.com/glossary/psychological-reactance/
https://tactics.convertize.com/definitions/psychological-reactance
https://braingineers.com/2021/03/15/psychological-reactance-article/