Reactance is a psychological phenomenon where individuals resist being influenced or controlled by others. This resistance often occurs when people feel their freedom to choose is threatened. For example, if someone is told they must do something, they may react by doing the opposite to assert their independence. In the context of consumer behavior, reactance can influence purchasing decisions. When marketers use aggressive tactics, such as high-pressure sales, potential customers may feel their autonomy is compromised. As a result, they might avoid the product or brand altogether, demonstrating how reactance can impact choices in the marketplace.