Build Purchase Habits by Relieving Reactance

Consumer psychologists call it “reactance.” It kicks in when shoppers sense that their freedom of choice is threatened. They rebel, becoming determined not to do what you’re trying to convince them to do. They start debating each idea you present and physically distance themselves from you.
     Reactance occurs across cultures. It’s found not only in places like the U.S., where individual initiative is treasured, but in collectivist cultures like South Korea. It’s found in all age groups. And it’s found among U.S. airline travelers irritated by Transportation Security Administration carry-on rules. That’s the one with a lesson for you about turning reactance into continuing sales.
     The TSA 3-1-1 rule restricts travelers to carrying onto a plane containers of liquids, gels and aerosols only if each container is no more than 3.4 oz. and all the containers fit inside one quart-sized zipper-top bag. Exceptions require the express permission of the screening officer.
     Many travelers were irritated by the restrictions when implemented in 2006 after a terrorism threat in the U.K. But the rules did provide a marketing opportunity for retailers like Minimus.biz, which sells small sizes of a broad variety of affected items.
     Minimus.biz understandably became interested in what would happen to demand for their product line if the TSA 3-1-1 rule were ever revoked. To find out, the company obtained questionnaire responses from 852 travelers.
     In my opinion, the survey procedures were not rigorous enough to place high trust in the numerical findings. At the same time, the tendencies shown in the survey results do illustrate a valuable lesson for retailers: Provide shoppers ways to say that the restrictions are really a good idea after all, and their reactance will fade.
     The survey project found that a substantial proportion of people who began using travel sizes only because they were required to do so say they would continue using travel sizes even if the 3-1-1 rule is dropped. These people said the smaller containers had become a part of their lives. In fact, many now pour from large containers into small containers to take products with them by train, bus, or auto, even though there are no government restrictions on the package sizes.
     Convenience and environmentalism are likely reasons.
     When your shoppers are irritated with restrictions on what they can purchase or use, focus their attention on ways those restricted choices could end up operating to the purchaser’s advantage.

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React When Faced with Reactance