Reactance theory - 40 Years later

In this paper we review the basic assumptions formulated by Jack Brehm in 1966 in his theory of psychological reactance and we sample some interesting directions of research on reactance that have been carried out by social psychologists during the last 40 years. We conclude that although there has been impressive development in the reactance research, more exciting avenues of investigation lie ahead. Throughout the paper we outline some of these future directions.