When our freedom to have something is limited, the item becomes less available, and we experience an increased desire for it. However, we rarely reco… - Robert B. Cialdini

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When our freedom to have something is limited, the item becomes less available, and we experience an increased desire for it. However, we rarely recognize that psychological reactance has caused us to want the item more; all we know is that we want it. Still, we need to make sense of our desire for the item, so we begin to assign it positive qualities to justify the desire.