Reverse Psychology in Advertising Campaign
One of the central tenets of Provocative Therapy is that people don’t like being told what to do. This is probably due to the fact that we often perceive advice (even when well meant) to be patronising and condescending. Thus Provocative Therapists utilise a variety of specially designed tools that use clinical reverse psychology to ‘advise’ patients to do the opposite of what will be good for them. Of course patients have to be fully briefed of the process before they are given ‘good reasons’ to put on more weight, smoke stronger cigarettes, exercise less, spend more and blame others for their problems. When this is done with a ‘twinkle in the eye and affection in the heart’ (Frank Farrelly’s Golden Rule of Provocative Therapy) they seem to insist that they must lose weight, quit smoking, start exercising, be sensible about mone and take responsibility for their lives in general.
When patients are thus ‘provoked’ to articulate and own the solutions to a wide variety of problems, they really seem to insist on enacting those solutions in real life. This is the magic of the paradoxical effect of Provocative Therapy.
Advertisers and marketers have always recruited psychologists to help them influence the public to buy their products but the power of reverse psychology is surprisingly very seldom used. It was with interest that I noticed that Saatchi & Saatchi has resorted to using reverse psychology in trying to revive the Conservative Party’s election campaign. The New Statesman promptly responded with a host of spoof posters attempting to give the Tories a dose of their own medicine. The whole story has thus injected a much-needed dose of humour into political campaigning. If this carries on maybe it will be The Official Monster Raving Loony Party that forms the next government!
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