User:Vwerszner/Boomerang effect (psychology)

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In social psychology, the boomerang effect refers to the unintended consequences of an attempt to persuade resulting in the adoption of an opposing position instead. It is sometimes also referred to "the theory of psychological reactance", stating that attempts to restrict a person's freedom often produce an "anticonformity boomerang effect".'''In other words, the boomerang effect is a situation where people tend to pick the opposite of what something or someone is saying or doing because of how it is presented to them. For example, if someone was walking up to a yard and reads a sign saying "KEEP OF LAWN" the person would be more compelled to walk on the lawn because of how they read the sign. If the sign read "please stay off my grass" people would be more likely to follow the directions.'''

Early recognition[edit]
Hovland, Janis and Kelly first recorded and named the boomerang effect in 1953, noting that it is more likely under certain conditions:


 * When weak arguments are paired with a negative[clarification needed] source.
 * When weak or unclear persuasion leads the recipient to believe the communicator is trying to convince them of a different position than what the communicator intends.
 * When the persuasion triggers aggression or unalleviated emotional arousal.
 * When the communication adds to the recipient's knowledge of the norms and increases their conformity.
 * When non-conformity to their own group results in feelings of guilt or social punishment.
 * When the communicator's position is too far from the recipient's position and thus produces a "contrast" effect and thus enhances their original attitudes.

Later in 1957, Hovland, Sherif and Harvey further discussed the necessity of understanding these unintended attitude changes in persuasion communication and suggested possible approaches for analysis via underlying motivational processes, psychophysical stimuli, as well as ego-involving verbal material. Jack Brehm and Arthur Cohen were among the first to provide theoretical explanations.

Jack Brehm first raised attention to the phenomenon a fait accompli that might conceivably create dissonance if an event has led to the opposite behavior predicted at a prior point. He conducted an experiment to examine the behaviors of eighth graders eating a disliked vegetable. About half of them were told that their parents would be informed on the vegetable they ate. Then liking the vegetable was measured before and after the procedure. The results show that for kids who indicated little or no discrepancy between serving and actually eating the disliked vegetable at home, they should experience little or no dissonance in liking the vegetable from the low to the high consequence condition. They thereby concluded that the greater was the individual's initial dislike, the greater was the pressure produced by the experiment to increase his liking. In Jack Brehm experiment it shows how even at a young age we are greatly impacted by the boomerang effect and it can have positive or negative outcomes that come with it. There was also larger resistance to change the attitude when the initial attitude was more extreme. However, they argued that in this experiment, the pressure to reduce dissonance increased more rapidly with increasing discrepancy than did the resistance against change, which verified Festinger's cognitive dissonance theory. In a follow up, Sensenig and Brehm focused on the boomerang effect in experiments and applied Brehm's psychological reactance theory to explain the unintended attitudinal change.

Cognitive dissonance theory analysis[edit]
The dissonance theory by Leon Festinger has thrived the progress of social psychology research in the 1960s as it is not confined to the prediction of intended influence but can support almost all sub fields of psychology studies. Although Festinger himself was ambiguous about the role of commitment in the theory, later researchers such as Brehm and Cohen have emphasized its importance in providing a general conceptualization of the boomerang effect. Earlier studies by Thibaut and Strickland and Kelley and Volkhart have also provided support to this line of reasoning by Dissonance Theory despite that they were not phrased using the exact terminology.

According to Cohen, dissonance theory can provide not only an explanation, but also a prediction of both the intended and the unintended influence of persuasion communication on attitudinal change. '''According to Saul McLeod, Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. This produces a feeling of mental discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance. For example, when people smoke (behavior) and they know that smoking causes cancer (cognition), they are in a state of cognitive dissonance. Showing how the dissonance theory directly correlates to the boomerang effect has made impact on our knowledge of why humans act and can be influenced the way that they are.'''

In his experiment, he presented factors that can lead to a boomerang effect, while suggesting a broader view of the unintended consequences than simply the case of a response to attempted attitude change. Cohen proposed the following dissonance formulation model for the unintended attitude change by persuasive communication. First, suppose that dissonance aroused in regard to some unspecified cognition. According to Festinger's Cognitive Dissonance Theory, we know the dissonance could be reduced by a change in the cognition. Now suppose the resistance to change is great because the actual event cannot be changed and its meaning is ambiguous (for example, the person is strongly committed to the original cognition position), then the person will resort to other forms to reduce or eliminate the dissonance. In this latter form, one can solve the discrepancy problem through the addition of elements consonant either with the original cognition, in which produced the boomerang effect. Cohen formulated a situation of "mutual boomerang effect", in which the communicator is strongly committed to convince the other person of his attitudinal position by means of a persuasion communication. Because of this strong original attitude position the communicator holds, Cohen predicts that the more distant the target person's original attitude, the more dissonance will be also experienced by the communicator. The expected "unintended influence" arises when the communicator tried to persuade the other of the worth of his own position by becoming even more extreme in that position. He asked his subjects write a strongly persuasive essay to the partners with an opposite side of attitude on an issue, who are actually confederates. The subjects here thus act as the communicator to bring their partners over to their own sides. The subjects were also asked to rate the partners' likability and friendliness before they read "their partner's essay" returned. Cohen used attitude change of the partners as the manipulation of dissonance where he randomly allocated his subjects into high-dissonance group and low-dissonance group. The results exposed strong boomerang effects for high-dissonance group. He also found out that the response to the likability and friendliness of the partners are relevant. The data showed that the difference between dissonance conditions was largely confined to and exaggerated for those subjects who originally rated their partners to be relatively more likable and friendly.

Cohen's study on boomerang effect has broadened the scope of persuasive communication from merely the recipient's reaction to the persuasive message to the communicator's attempt to influence the target. Dissonance theory suggests that the basic issue is under what conditions a person strengthens his original attitude as a way of reducing some attitudinal inconsistency. Cohen suggested that, one can reduce the dissonance via boomerang when dissonance is created (a) with a strong commitment to convincing the other person, (b) with no anticipation of a further influence attempt, and (c) with no easy chance to repudiate the other person. His results on the likability have strengthened the interpretation as the low-dissonance group who found their partners likable and friendly move toward them in the attitudes more, while likability only increased dissonance for the highs.

In other words, the dissonance can be reduced by becoming more extreme in the original position, thereby increasing the proportion of cognition supporting the initial stand and decreasing the proportion of dissonant cognition.

Consumer behavior[edit]
Wendlandt and Schrader studied the resistance of consumers against loyalty programs encountered in relationship marketing. They found that (a) contractual bonds provoke reactance effects, (b) social-psychological bonds increased neither reactance nor perceived utility of the program, (c) economic bonds raised perceived utility to a certain threshold level, from which the reactance effect dominated afterwards. Their results helped managers to evaluate the effects from implementing consumer retention measures and advised a cautious and limited application of loyalty programs.'''In 2017, a study was done to test the significance of the boomerang effect, Based on this 2×2 matrix we designed a pilot and three experimental studies that examine the different possible combinations. In the pilot study we tested several different biases and contexts to make sure that they are indeed perceived as socially sensitive by participants. In study 1 we replicated the results of Nasie et al. (2014), and demonstrated how teaching people about a neutral bias that might be relevant to their behavior in a neutral context changed their behavior and reduced the bias (combination #1). In Study 2 we taught decision makers about an inherently sensitive bias that may imply they were holding chauvinistic views in a sensitive social context, of female representation in politics (combination #4). Finally, to test if a sensitive social context is enough to evoke the boomerang effect even toward a neutral bias, in Study 3 we taught decision makers about a neutral bias in a sensitive social context of a gender in the work place (combination #3). In Studies 2 & 3, we hypothesized that the boomerang effect predicted by self-affirmation literature (Schumann & Dweck, 2014; Sherman & Cohen, 2006; Steele, 1988) would be a result of participants being motivated to justify their actions and stay set in their ways in order to avoid being labeled as chauvinistic or misogynistic. Since inherently sensitive biases are always linked to sensitive social contexts combination #2 was covered by Study 2 as well, and did not call for another Study.  In the study they found that using the boomerang effect had a significantly positive outcome. This is an example on how some individuals were aware of the boomerang effect and some were not but both showed a positive result.'''