This study examined the effects of the reactance traits on people's intention to purchase limited products aod on their reactance reactions. Advertising limited sales can cause two independent responses: increase in the intention to purchase and increase in resistance to persuasion. We manipulated the magnitude of the pressure of persuasion in the advertising of chocolates. Participants were asked about their intention to purchase the chocolate, and their reactance reactions to the advertisement. Intention to purchase was lower with high-pressure advertisement than with low-pressure advertisement, regardless of reactance traits. High-pressure advertisement of limited products could cause psychological reactance to persuasion. The high-reactance participants, however, responded more negatively to the advertisement, and felt more frustration with the restriction. Although the reactance characteristics of participants did not affect their intention to purchase, it affected their reactance reactions to a limited sales advertisement.