Boomerang Effect Marketing
DESCRIPTION
A hypothesis or theoretical effect of persuasive communications where the end result is an attitude change by individuals in the direction opposite to that intended.
A hypothesis or theoretical effect of persuasive communications where the end result is an attitude change by individuals in the direction opposite to that intended.
KEY INSIGHTS
When an individual views a particular form of persuasive communication as being highly discrepant from his/her original attitude, there is the possibility, consistent with assimilation–contrast theory, that such a discrepancy may lead the individual to change his/her attitude in the direction opposite to that intended by the message (see assimilation– contrast theory).
When an individual views a particular form of persuasive communication as being highly discrepant from his/her original attitude, there is the possibility, consistent with assimilation–contrast theory, that such a discrepancy may lead the individual to change his/her attitude in the direction opposite to that intended by the message (see assimilation– contrast theory).
KEYWORDS Persuasion, communication, attitudes
IMPLICATIONS
While the boomerang effect may be a valid concern among marketers using persuasive communications, there is limited evidence that the effect occurs in practice. The area most concerned about its presence is social marketing, where marketers seek to persuade individuals in society that certain behaviors are bad (e.g. underage drinking) but are concerned that communications will have the opposite effect of that intended.
While the boomerang effect may be a valid concern among marketers using persuasive communications, there is limited evidence that the effect occurs in practice. The area most concerned about its presence is social marketing, where marketers seek to persuade individuals in society that certain behaviors are bad (e.g. underage drinking) but are concerned that communications will have the opposite effect of that intended.
APPLICATION AREAS AND FURTHER READINGS
Social Marketing
Ringold, Debra Jones (2002). ‘Boomerang Effects in Response to Public Health Interventions: Some Unintended Consequences in the Alcoholic Beverage Market,’ Journal of Consumer Policy, 25(1), March, 27–63.
Ringold, Debra Jones (2002). ‘Boomerang Effects in Response to Public Health Interventions: Some Unintended Consequences in the Alcoholic Beverage Market,’ Journal of Consumer Policy, 25(1), March, 27–63.
Kozup, John, Burton, Scot, and Creyer, Elizabeth (2001). ‘A Comparison of Drinkers’ and Nondrinkers’ Responses to Health-Related Information Presented on Wine Beverage Labels,’ Journal of Consumer Policy, 24(2), June, 209–230.
Marketing Communication
Bither, Stewart W., Dolich, Ira J., and Nell, Elaine B. (1971). ‘The Application of Attitude Immunization Techniques in Marketing,’ Journal of Marketing Research, 8(1), February, 56–61.
Bither, Stewart W., Dolich, Ira J., and Nell, Elaine B. (1971). ‘The Application of Attitude Immunization Techniques in Marketing,’ Journal of Marketing Research, 8(1), February, 56–61.
BIBLIOGRAPHY
MacKinnon, David P., and Lapin, Angela (1998). ‘Effects of Alcohol Warnings and Advertisements: A Test of the Boomerang Hypothesis,’ Psychology and Marketing, 15(7), 707–726.
MacKinnon, David P., and Lapin, Angela (1998). ‘Effects of Alcohol Warnings and Advertisements: A Test of the Boomerang Hypothesis,’ Psychology and Marketing, 15(7), 707–726.
Boston Consulting Group matrix (or Boston matrix) see product portfolio analysis