You Can’t Have That! A Study of Reactance Effects & Children’s Consumer Behavior

Abstract

Experience has often taught parents that children’s desires for products are heightened when they are told “You can’t have that!” The psychological literature has identified this phenomenon as “reactance.” This study examines whether reactance determines the behavior of young consumers and examines individual differences that moderate such reactance. Findings indicate that reality reflects theory. Regardless of gender, adolescents prefer certain products more when parents signal disapproval, but younger children tend to conform to parent’s preferences.