How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 253
legislation forbidding the sale and use of laundry detergents containing
phosphates, as phosphates negatively impact the environment and don't
help clean the clothes. Before the ban went into effect, stores experienced
an increase in sales of the phosphate-containing detergents. After the ban
was underway, stores within the city saw a drop in laundry detergent sales
overall, while stores in surrounding counties not affected by the ban saw
an increase in sales of the phosphate-containing detergents.
Later, when consumers were polled as to which detergents were better,
the residents where the ban had taken place rated the restricted detergents
higher than any others in all categories. The Rule of Scarcity had made
the limited product dramatically more appealing.[10]
[3]S. Brehm and J. Brehm, Psychological Reactance: A Theory of Freedom and
Control (New York: Academic Press, 1981).
[4]F. Rhodewalt and J. Davison, "Reactance and the Coronary-Prone Behavior
Pattern: The Role of Self-Attribution in Response to Reduced Behavioral
Freedom," Journal of Personality and Social Psychology (1983): 44.
[5]J. Brehm and M. Weintraub, "Physical Barriers and Psychological Reactance:
Two-Year-Olds Response to Threats to Freedom," Journal of Personality and
Social Psychology 35 (1977): 830–836.
[6]Thomas Hammock and Jack W. Brehm, "The Attractiveness of Choice
Alternatives When Freedom to Choose Is Eliminated by a Social Agent," Journal
of Personality 34 (1966): 546–554.
[7]A. Tversky and D. Kahneman, "The Framing of Decisions and the Psychology
of Choice," Science (1981): 453–-458.
[8]M. Gonzales, E. Aronson, and M. Costanzo, "Increasing the Effectiveness of
Energy Auditors: A Field Experiment," Journal of Applied Social Psychology
(1988): 1046–1066.
[9]S. Worchel, J. Lee, and A. Adewole, "Effects of Supply and Demand on
Ratings of Object Value," Journal of Personality and Social Psychology (1975):
906– 914.
[10]M. Mazis, "Antipollution Measures and Psychological Reactance Theory: A
Field Experiment," Journal of Personality and Social Psychology (1975): 654666.
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