The theory of Psychological Reactance suggests that in response to regulations or
impositions that impinge upon real or perceived freedoms and autonomy, people may
find the restricted behaviour or product appeared more desirable. This reaction is
especially common when individuals feel obliged to adopt a particular opinion or
engage in a specific behaviour (Brehm & Brehm, 1981). Many sources suggest that
aviation has a significant effect on global warming (e.g., Greenpeace). This pilot study
explored whether, via the phenomenon of Psychological Reactance, people’s desire for
air travel increases following exposure to propaganda about climate change and global
warming.
