On Pushing People:

Jonah Berger:

"when we push people, they don’t just go along; they push back. People want to feel like they have freedom and control over their choices.

When someone else tries to tell them what to do, it impinges on their sense of freedom and autonomy, and they react. They push back, saying, 'Who are you to tell me what to do? I will do whatever I want. And rather than doing what you want, I’m going to do the opposite.' "