Ever notice how the moment someone says “Don’t touch this” you suddenly want to touch it more than anything in the world? 

Yeah, me too. 

It starts when we’re kids (hands hovering over the cookie jar) and, spoiler alert, it doesn’t stop when we grow up.

Diets make chocolate irresistible. “Members only” clubs look ten times cooler than they actually are. And don’t even get me started on “limited editions”—nothing sells out faster than something you didn’t even know you wanted five minutes ago.

This is the Forbidden Fruit Effect—desire’s oldest trick. Our brain loves a little rebellion. Tell it “no,” and it whispers back:

The psychology behind it

So, why do we want what we can’t have?
It’s not magic—it’s psychology. There’s even a name for it: Reactance Theory.

“Psychological reactance is the motivation to regain a freedom after it has been lost or threatened.” — Jack W. Brehm (1966)

In simple words: when we feel our freedom is limited, our brain throws a mini tantrum. It pushes back. You tell yourself “I’m cutting sugar” and suddenly every dessert looks like it belongs in a museum. You see “This product is sold out” online and instantly, it becomes “The One That Got Away”.

It’s not logic—it’s emotion. Your brain doesn’t care if the thing is good or useful. It only cares that it’s off-limits. And now it wants to win.

Marketers know this game very well. That’s why you see words like:

  • “Only 2 left in stock!”
  • “Members only.”
  • “Available for 24 hours only.”

Scarcity and exclusivity are the oldest sales tricks in the book. 

  • Luxury brands? They build entire reputations on making you wait. 
  • Apple? They hide new products behind locked doors until launch day, and suddenly everyone needs one—even if last year’s model still works fine.

Here’s the thing: it works because our brain is wired to think “not for everyone” = “I need it.”

Now, two ways to deal with this:

  • If you’re selling something: tease it, limit it, make it feel just a little forbidden. It turns ordinary into irresistible (just don’t push too far or people walk away).
  • If you’re buying something: stop and ask: “Do I actually want this, or do I just hate being told no?” Half the time, the answer will save you money.

Because the truth is, whether it’s a cookie or a $900 phone, the thrill often fades fast. And yep—tomorrow, it tastes the same.

Remembers me a swiss punk song I love (sorry, its in French):

In the end, we’re all a little wired to want the “no.” It’s human nature to chase the thing just out of reach, even when it makes no sense. The trick isn’t to kill that feeling—it’s to see it, laugh at it, and decide when it’s worth the chase. Sometimes, the forbidden fruit is sweet. Other times? It’s just an overpriced apple.

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Growth Marketing