What Is the Boomerang Effect?
Sometimes we get results we never expected. This situation is often described as the boomerang effect. It can happen in everyday life, the media, and even in global economic and environmental processes. The consequences are not always positive.
In Psychology
The boomerang effect in psychology is when the result of a message or influence is the opposite of what was intended. In other words, a person starts to think or act in a way that is completely different from what they were told.
For example, psychologist Daniel Wegner conducted an experiment where participants were told not to think about a white bear. The result was the opposite: the more they tried not to think about it, the more persistent the thought became, especially under stress.
If you forbid someone from doing something, you often spark their curiosity. This can actually strengthen the very attitude or opinion you were trying to change, increasing resistance. According to the theory of psychological reactance, attempts to limit a person’s freedom often trigger a backlash, causing them to do exactly the opposite—even if they had no intention of doing so before.
In Mass Communication
The boomerang effect in mass communication occurs when audiences reject media messages because they feel manipulated or pressured. In other words, propaganda or persuasive information can actually push people away and decrease trust, resulting in the opposite of the intended effect.
This effect often arises when the source of information fails to provide convincing facts, lacks solid arguments, or relies too heavily on emotional appeals. The opposite phenomenon is known as the halo effect, where attention to a public figure or their ideas increases their popularity.
One of the first researchers of the boomerang effect was Russian psychologist Yuri Sherkovin. He noted that information overload and strong emotional influence can lead to negative outcomes. For example, a campaign promoting flu prevention led many people to reduce their activity and avoid public places, but they still ignored doctors’ recommendations. The campaign’s goal was not achieved.
The main reason for the boomerang effect is that people’s beliefs are often stronger than the information being presented. Usually, the message is not well-argued, is too emotional, or its impact is short-lived.
To avoid the boomerang effect, information should be presented gradually over time, include different viewpoints, and be supported by facts.
In Ecology
The boomerang effect in ecology refers to situations where actions intended to improve the environment end up making things worse. For example, efforts to control weeds can lead to an outbreak of pests.
On a global scale, the boomerang effect appears when activities like mining, farming, and other interventions disrupt natural resources. This violates ecological laws, and the “boomerang” strikes back, causing unpredictable negative changes.