Resistance to persuasion or rules perceived as threats to freedom. The psychological equivalent of teenage rebellion.
Drives rebellious behaviour, makes restrictions backfire, and explains why 'forbidden fruit' is so appealing.
Marketers exploit this by creating 'exclusive' or 'limited access' products, making people want them more by restricting availability.
"Congratulations! Your brain just demonstrated the same reasoning that kept us in trees for millions of years."