One of the most intriguing paradoxes of human psychology is that things that are forbidden or restricted in access often become more appealing. This is especially observed in childhood: when a child is told not to do something, their desire to do it increases. However, this tendency is not limited to children; adults also show similar behavior. Warnings such as “Eat less!”, “Be careful with your spending!”, “Don’t covet others’ belongings!” can, at times, make the forbidden thing more attractive. The roots of this psychological reaction are based on scientific theories.
Psychological Foundations of This Effect
1. Reactance Theory
Developed by Jack Brehm in 1966, this theory suggests that when people’s freedoms are restricted, they become more eager to regain the freedom they’ve lost. Examples of this theory include banned content, the desire for freedom during the quarantine period, and the backlash against overly controlling advertisements.
2. Romeo and Juliet Effect
Named after the tragedy of Romeo and Juliet by William Shakespeare, this effect refers to the phenomenon in which forbidden or obstructed romantic relationships become more attractive. Family and societal pressures, social norms, and cultural differences may push couples to pursue the relationship and regain their freedom. While the Romeo and Juliet Effect can strengthen relationships and commitments in the short term, in the long run, the true compatibility and commitment factors of the relationship become more prominent.
3. Forbidden Fruit Syndrome
Strategically used in many areas from education to marketing, the “Forbidden Fruit Syndrome” describes the phenomenon where banning or restricting access to something makes it more appealing. Examples include censored or restricted books and films, foods prohibited during diets, and phrases like “For members only” or “Limited edition”, which generate more interest among people.
4. Information Censorship and Its Appeal
Hard-to-access information and restricted places are significant factors that trigger people’s curiosity. Examples of this include countries we are not allowed to enter, historical events with limited information, celebrity gossip, short trailers for TV shows, and the practice of only sharing the back covers of books. These are all everyday examples of how censorship can trigger curiosity and appeal.
Examples from Everyday Life
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Social Media and Restricted Content: Videos with age restrictions on platforms like YouTube or TikTok may become more appealing to viewers.
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Censored Books and Movies: When a book or movie is banned, people’s interest in it increases. For example, George Orwell’s 1984, which became more widely read after being banned in several countries.
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Quarantine and the Desire for Freedom: Restrictions imposed during the COVID-19 pandemic increased people’s desire to go out and socialize.
How to Avoid This Effect?
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Mindfulness: Understanding why something seems more appealing can help prevent us from making impulsive decisions. Creating a pros and cons list and remaining objective can be effective in managing these impulses.
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Redefining Freedom: It is essential to understand that freedom is not only about external factors but also involves an internal balance. Rather than defining freedom based on what is forbidden, we can evaluate it by how we define freedom in our own lives.
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Self-Control and Alternatives: If something is forbidden, finding alternatives to satisfy the urge can be helpful. Generating different options and considering them together can show that we do not have to follow prohibitions, and we can find freedom in different choices.
Although the attraction of forbidden things seems to be a part of human nature, it is possible to avoid this psychological trap with mindfulness and self-control. Understanding these psychological tendencies can help us make more conscious decisions both on an individual and societal level.