Consumers will experience psychological reactance when they perceive their freedom being threatened,and this kind of motivational state has important influence on consumers' cognition and behavior. This paper firstly makes a brief introduction of psychological reactance theory and elaborates related concepts. Secondly,it explores the consumers' cognition and behavior to deal with reactance from the perspective of characteristics of perceived threats (perceived restriction,perceived intrusiveness and perceived manipulative intent). Finally it prospects for future directions in consumer psychological reactance research based on current research limitations.