Boomerang effect (psychology)

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".

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

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. 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.

Sensenig & Brehm applied Brehm's reactance theory to explain the boomerang effect. They argued that when a person thinks that his freedom to support a position on attitude issue is eliminated, the psychological reactance will be aroused and then he consequently moves his attitudinal position in a way so as to restore the lost freedom. He told college students to write an essay supporting one side of five issues and led some of them believe that their persuasive essays might influence the decision on those issues. Therefore, the people who had the impression that their preference was taken into account in the decision regarding which side they would support on the 1st issue showed attitude change in favor of the preferred position, while others who are concerned with their freedom lost move toward the intended position held by the communicator.

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