Imagine asking a stranger for €100. Or proposing to sleep on the mattress in a furniture store. These are not typical requests, but they exemplify the essence of rejection therapy—a practice designed to help individuals confront and overcome their fear of rejection.

Originating as a game devised by Canadian Jason Comely, rejection therapy challenges participants to seek out situations where they expect to be turned down.

The goal? To desensitize oneself to rejection and redefine one’s relationship with failure over a structured period, typically 30 days.

This article explores the origins, scientific basis, practical applications, and controversies surrounding rejection therapy.

Whether you’re curious about its potential benefits or skeptical of its efficacy, understanding rejection therapy can provide insights into resilience, personal growth, and the psychology of overcoming fear.

Understanding Rejection Therapy

Originating as a game devised by Canadian Jason Comely, rejection therapy desensitizes individuals to the fear of rejection.

The premise is straightforward yet challenging: over 30 days, participants deliberately seek out situations where they anticipate a negative response.

This could range from unconventional requests like skipping a queue or making unusual demands in public settings to confront and overcome the discomfort associated with rejection.

While Comely initially popularized the concept, its broader adoption came through the experiences of Jia Jiang.

Following a disappointing encounter with rejection during a career transition, Jiang explored rejection therapy to redefine his relationship with failure.

His journey, chronicled in a widely-viewed TED Talk in 2016, catapulted rejection therapy into mainstream consciousness.

Jiang later assumed leadership of the movement, expanding its reach through social media platforms like TikTok, where the hashtag rejection therapy amassed over 72 million views by 2023.

The Scientific Basis

Rejection therapy isn’t just a game—it’s grounded in neuroscience. Research led by social psychologist Naomi Eisenberger and her UCLA colleague Matthew Lieberman delves into the brain’s response to social exclusion.

Using fMRI scans, they observed that areas of the brain activated during rejection mirror those triggered by physical pain. This physiological response underscores the deep-seated impact of social rejection on our neurochemistry.

Psychologists specializing in anxiety disorders, such as Michael Stein and Peter Tuerk, draw parallels between rejection therapy and exposure therapy.

Stein emphasizes that avoiding anxiety-provoking situations reinforces fear in the long term. Conversely, repeated exposure through rejection therapy fosters resilience by gradually reducing the distress associated with rejection.

Practical Applications

One of the defining moments in Jiang’s rejection therapy journey involved an audacious request at a Krispy Kreme store: donuts shaped like the Olympic rings.

Anticipating rejection, Jiang was surprised when the staff not only entertained his request but also fulfilled it at no cost. This incident illustrates a core tenet of rejection therapy—that facing fears and making bold requests can yield unexpected positive outcomes.

Celebrating Failure

Beyond individual efforts, rejection therapy has sparked communal initiatives like rejection parties among academics and professionals.

These gatherings aim to destigmatize failure by celebrating unsuccessful attempts and fostering a supportive environment for resilience and growth.

Criticism and Controversy

Despite its growing popularity, rejection therapy faces skepticism from some psychologists and commentators. Dr. Becky Spelman, a counseling psychologist, questions its efficacy compared to established therapeutic methods like exposure therapy.

Others, like Aaron Agius, caution against complete desensitization to rejection, arguing that fear of failure can drive personal growth and achievement.

Is Rejection Therapy Right for You?

The efficacy of rejection therapy hinges on individual perspectives and needs. For individuals like Jiang, who struggled with fear of rejection hindering personal and professional pursuits, embracing rejection as a learning opportunity proved transformative.

Jiang himself views rejection as a catalyst for personal growth and resilience, turning what was once a source of anxiety into a path to success.

Rejection therapy challenges the conventional response to rejection by encouraging individuals to confront their fears head-on.

From its humble beginnings as a personal experiment to its widespread adoption and adaptation by figures like Jia Jiang, the practice has sparked discussions on resilience, personal empowerment, and psychological growth.

While it may not be a universal panacea for everyone, many have found value in its principles of facing fears and embracing the potential for unexpected outcomes.

As research continues to explore the neurological and psychological impacts of social rejection, rejection therapy stands as a testament to the human capacity to transform adversity into opportunity.

Whether through structured challenges or informal exercises, the practice offers a framework for building resilience and self-confidence.

Ultimately, the journey of rejection therapy underscores a fundamental truth: our responses to rejection can redefine our paths to success and fulfillment, one brave request at a time.