The researchers believe the phrase “But you are free” disarms our instinctive rejection of being told what to do. If you have ever grumbled at your mother when she tells you to put on a coat or felt your blood pressure rise when your boss micromanages you, you have experienced what psychologists term reactance, the hair-trigger response to threats to your autonomy. However, when a request is coupled with an affirmation of the right to choose, reactance is kept at bay. Yet can the principles of autonomy and reactance carry over into the way products change user behavior and drive the formation
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