Nudge Don’t listen to this podcast
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Dec 15, 2025 
In this intriguing discussion, Adam Ferrier, a consumer psychologist and co-founder of Thinkerbell, unpacks how reverse psychology can reshape marketing strategies. He highlights Jetstar's PR challenges, explaining how negative perceptions make them compete fiercely with Air New Zealand. The conversation delves into reactance, illustrating how telling consumers to 'not' do something can actually boost their desire. Ferrier also shares insights on emotional ad effectiveness and the power of 'don't' messaging, revealing real-world campaign successes and the dynamics of consumer behavior.
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Reverse Psychology Drives Curiosity
- Being told not to do something often increases our desire to do it due to psychological reactance.
- Phill Agnew introduces the episode by framing reverse psychology as the core phenomenon to explore.
Jetstar Brief And Reputation Problem
- Adam Ferrier recounts how Jetstar suffered a negative reputation compared to Air New Zealand in New Zealand.
- He explains the brief: make Jetstar more likeable and inject fun into the brand.
Reactance Emerges When Freedom Feels Threatened
- Reactance occurs when people perceive attempts to influence their choices and highly value the targeted behavior.
- Adam links this to resistance when freedom is threatened, explaining why some interventions backfire.
