The Braveheart effect: How companies profit off our desire for freedom

“They may take our lives, but they will never take our freedom!” This often parodied quote from Mel Gibson’s William Wallace in the film Braveheart is something of a contradiction, and yet its sentiment is easy to understand. Nothing gets our hackles up more than being told that we have no choice over something. The powerful urge we get to regain a lost or threatened freedom, even at great cost, is formally called “reactance”. I call it the “Braveheart effect”. This effect is likely to kick in if we are told we must do something or that we can’t do…

This story continues at The Next Web

https://ift.tt/2A9Qioh The Conversation October 14, 2018 at 09:00AM