Hong Psychological Reactance Scale

What it measures

Measures trait psychological reactance — the stable tendency to resist perceived threats to behavioural freedom and assert autonomy when an external source attempts to restrict or direct one's choices. Based on Brehm's (1966) Reactance Theory. In advertising research, high-reactance consumers respond negatively to strong directives and calls-to-action, bumerang against forceful persuasion attempts, resist prescriptive health messages, and show paradoxical responses to prohibition-framed appeals (forbidden fruit effects). Understanding reactance is critical for message framing — advertisers must avoid triggering freedom threats in high-reactance segments. Reactance also predicts resistance to influencer endorsements, ad avoidance, banner blindness, and scepticism toward sponsored content.

Representative items

• If I am told what to do, I often feel like doing the opposite. (Reactance to Advice)
• Regulations trigger a sense of resistance in me. (Emotional Response)
• I find contradicting others stimulating. (Resisting Influence)
• When something is prohibited, I usually think 'that's exactly what I am going to do.' (Emotional Response)
• Advice and recommendations usually induce me to do just the opposite. (Reactance to Advice)

Citation

Hong, S.M., & Faedda, S. (1996). Refinement of the Hong psychological reactance scale. European Journal of Personality, 10(1), 19–29.