In this 3-part series, I discuss why marketers should consider changing the way they talk to physicians and patients.

For years I’ve been saying that people are averse to change. Recently I came across several studies that provide more proof.

There is compelling evidence that people will be resistant to strong persuasion or advice that conflicts with their opinions. This is actually a proven psychological response called reactance, a term that was first coined by psychologist Jack Brehm back in 1966. Reactance is a motivational state that is directed at re-attaining a freedom that has been restricted through elimination of (or threat of elimination of) a behavior.1

In a nutshell, the theory of reactance is that people will do the exact opposite of what you tell them to do.

Keep your expert opinion to yourself

In their study, Fitzsimons and Lehmann1 demonstrated that when participants read a negative review about a product they liked in a health and fitness magazine, they were 30% more likely to want it.

They concluded that when experts dole out unsolicited advice that contradicts a person’s opinion, it can lead to strong feelings of hostility or behavioral backlash. People will hold onto their convictions even tighter and intentionally contradict your recommendations.

A perfect example is a recent New York City Department of Health and Mental Hygiene TV ad that warns men about the dangers of H.I.V.-related problems and promotes condom use (“When you get H.I.V., it’s never just H.I.V.”). Several mainstream gay organizations have been reactant to the perception that gay and bisexual men dispense diseases and have lobbied the city to pull the ad.

This supports my continued conviction that it is more about the way we engage our target audiences than what we say, or how we say it, which is what I’ll be talking about next time.

Reference: 1. Fitzsimons GJ, Lehmann DR. Reactance to recommendations: when unsolicited advice yields contrary responses. Market Sci. 2004;23(1):82-94.

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