“This is a violation of my freedom! ” is the first thing we usually think – with some nuances – when we hear that a new law, regulation, or restriction is about to come into effect. Whether it’s a ban on smoking indoors, a reduction in the speed limit, or an additional alcohol tax, our first reaction isn’t social understanding, nor do we focus on the potential benefits; we react as if it were a personal attack.
However, over time, most people not only accept the measure, but some even defend it. What was yesterday irrefutable evidence of a “covert dictatorship” today becomes a “well, it’s not so bad…” This is precisely what psychologists at the Technical Universities of Munich and Vienna discovered, who also identified the psychological mechanism underlying this initial deep rejection.
The anarchic interior and psychological reactance
Resistance to new rules is called psychological reactance. It’s the emotional response triggered when something or someone threatens to take away a right or freedom. It’s as if we carry a mini-anarchist inside us that activates every time someone tries to tell us, “You can’t.”
In fact, a classic psychological study found that at just two years old, we tend to be drawn to things that are forbidden or difficult to reach. Therefore, reactance is a natural reaction to the feeling of restriction in our individual behavior.
It generally leads to a state of exaltation that pushes us to try to restore the initial situation, the state in which we felt freer to act and decide for ourselves. And the more we are pressured to accept limitations, the more we will insist on going in the opposite direction.
However, everything has a limit.
The “it’s over” effect: less drama when the norm is on its way
A recent study conducted at the Technical University of Munich and the University of Vienna confirmed what many of us suspected: we resist tooth and nail before a regulation comes into force… but then we resign.
These researchers began by conducting surveys on the introduction of workplace smoking bans in several European countries, seat belt legislation in the United States, and tightening speed limits in the Netherlands, among other measures.
They then conducted several experiments to assess the reaction to these regulations. The difference was that half of the participants were asked their opinions on the measures that were going to be implemented, while the other half were told that the new regulations had already been in effect for a year.
They found that psychological reactance to restrictive measures is much greater before their introduction and then gradually decreases. But it’s not that we suddenly become more compliant.
What happens in our heads when the rules change?
When a new rule or restriction is announced, our brain automatically zooms in on what we’re going to lose: freedom, comfort, habit… All of this sets off an internal siren.
Change triggers reactance. And it’s not even about the content of the rule, but rather the fact that it breaks the inertia we’re accustomed to. The simple prohibition of something – even if we’ve never exercised that right – makes us feel like we’ve lost our autonomy.
Have you ever been banned from something you didn’t even use, but it still bothered you? It’s as if the simple fact that you could have done it made you feel freer. Until the law comes along and reminds you that you can’t do it anymore.
However, when the rule becomes part of the landscape, something interesting happens: we shift our focus. In other words, we stop focusing so much on what bothers us and begin to see what benefits the group in a more impartial and objective way.
Basically, the problem is that we have a harder time accepting what’s coming than adapting to what’s already there. New things are uncomfortable. They imply change. The established order, even if we don’t like it, becomes bearable (and even reasonable) over time. Our perception adjusts, our inner rebel takes a vacation, and we begin to function within the new system.
What politicians (and parents and bosses) should know
Anyone who has to apply new rules or set limits, whether they are leaders, mothers, teachers, or administrators, should remember this:
- Rejection will be strongest at first. It’s necessary to prepare for that first wave of criticism, rejection, and resistance.
- The focus shifts over time. At first, people only see the losses, but over time, they begin to notice the benefits.
- Explaining is as important as implementing it. It’s not enough to simply state what’s prohibited or restricted. You have to explain why and for what purpose. And if you can demonstrate the benefits, even better.
- Emotional resistance doesn’t always reflect a rational opinion. In many cases, the initial protest is visceral, unreasonable, so it won’t always be the final stance.
Obviously, not all new rules are positive, and they don’t always generate benefits. There are rules and regulations that shouldn’t exist or even have been conceived. Therefore, it’s also important to be aware of this effect to avoid becoming accustomed to or conforming to measures that actually restrict our freedom.
Bibliographic:
Granulo, A. et. Al. (2025) Psychological reactance to system-level policies before and after their implementation. PNAS ; 122 (18): e2409907122.
Brehm J. W. (1966). A theory of psychological reactance. New York: Academic Press.
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