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Hence, cognitive dissonance is used for describing the mental discomfort we go through while dealing with two conflicting attitudes, beliefs, or values. But when there occurs an inconsistency between attitudes or behaviors (dissonance), it is essential to change something for eliminating the dissonance. People have an inner drive for holding all their attitudes and behavior in harmony and avoiding dissonance or disharmony which is understood as the principle of cognitive consistency. It was not just limited to the prediction of intended influence instead it incorporated all the different subfields of psychology studies. It was inclined towards the analysis of the progress of social psychology research in the 1960s. As the freedom gets reinstated, it may move away from people’s behavioral position from the position that the others forced uponĪnother theory that is associated with the boomerang effect is the cognitive dissonance theory by Leon Festinger.The more the implication of threatened freedom, the more inclination towards the regaining of that freedom.When people’s freedom is at stake, their state of motivation will step up to gain that freedom back.Brehm) settled up for them.įrom the experiment, Brehm drew some conclusions that follow. On the other hand, those worried about losing their freedom stepped towards the position, which the communicator (i.e. So there occurred a change in the attitude concerning the position of preference. Hence, some of them believed that their preference would be considered in support of the decision concerning the side they would write for on the first issue. Besides, he made some of the students think that the essays they were writing might impact the decision taken regarding those issues. He asked them to write an essay in support of five issues. A little Experiment of Brehmīrehm experimented with some college students to prove the consequences of the psychological reactance theory. As a result, those people would try to regain their lost freedom. The fact they proved was that the psychological reactance of people would be aroused when they would feel or think that their freedom of having a position in behavioral issues is being curtailed. Later on, Brehm and Sensenig together applied this theory in the course of interpreting the boomerang effect. The originator of the theory of psychological reactance was Jack Brehm in the year 1966. This results in a ‘contrast’ effect, as well as improves their real and actual behavior. In case the position of the recipient is far away from the position of the communicator.In case the own group of the recipients experiences feelings of social punishment or guilt due to the absence of conformity to the group.In case the knowledge of the recipients about the norms or rules gets accumulated by the communication.This makes the recipients believe that the communicators are looking for a different position to convince them in place of the actual intention of the communicators. In case the enforcement is not clear enough or seems weak.In case emotional arousal that is unabated or at times aggression is induced by the enforcement or persuasion.
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In case any negative source gets paired or coupled with arguments that appear to be weak.In addition, they also provided certain conditions under which the effect seems more obvious to happen. In the year 1953, Hovland, Janis, and Kelly recognized and titled this Boomerang Effect. Hence, because of the boomerang effect, the outcome of the persuasion not only goes against what was intended but might also exacerbate the person to come up with a contradictory stance. The boomerang effect occurs in different contexts of psychological science, political behavior, and other social experiments or phenomenon when the use of a persuasive message for an attempted attitude change is considered as an impediment to a person’s freedom. Definition: The boomerang effect is defined as an attitude shift that is opposite to what was intended and it is related to the “theory of psychological reactance”, which states the fact that when the freedom of a person is restricted in some way or the other, most of the time, it generates an “anticonformity boomerang effect”, as people act for protecting their own sense of freedom.