Limbic reactance refers to an emotional response that occurs when people feel they are losing their freedom or control over a situation. This reaction is triggered by the brain's limbic system, which is responsible for processing emotions and behaviour.

In neuromarketing, limbic reactance can cause consumers to react negatively to certain marketing messages or promotions that are perceived as a restriction or loss of control. If customers feel that their freedom or control is being restricted, this can lead to an emotional defence reaction that causes them to reject the product or brand.

It is important to pay attention to limbic reactance in neuromarketing to ensure that marketing messages and promotions are designed in such a way that they are not perceived as a restriction or loss of control. For example, companies can run targeted promotions that give customers a sense of control, such as personalised offers or recommendations based on their preferences and interests.