Tag Archives: unanticipated effects

Mr. Boomerang

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Living on the planet means preparing for reactions from others that were not anticipated.

University students living in a states like Florida that officially shun the field of sociology will miss one of its most important lessons* First developed by Robert Merton, the idea of unintended consequences occurs when a result is the direct opposite of what was predicted.

                                      Denny Lyon

When working with human groups, unintended effects are bound to occur frequently. Who hasn’t made a seemingly innocent comment to a friend that unintentionally created hurt feelings? My own field of communication was often a beat or two behind sociology. But we are indebted to the concept, which we often call the boomerang effect. Because they deal with humans in groups, sociological studies were among the first to identify effects that are more or less the opposite of what a theory predicted. These outcomes are not necessarily unhappy but, rather, chances for insights on the challenges of tracking and predicting the workings of the mind.  One study I cited in my Sonic Imperative: Sound in the Age of Screens (2021) found that warnings to children about the dangers of earbuds that are dangerously loud often led them to actually increase the volume on their devices.  Go figure.

We know the logic well because a boomerang can happen to all of us: rodeo ropers who end up tying themselves in knots, apologies that go astray and intensify rather than reduce ill-feeling, friends who say ostensibly nice things that we take as demeaning. And there are those surprises when individuals who were supposed to be laid low by official criticism actually have their resolve stiffened.

Part of what makes a good strategic thinker is the ability to anticipate possible unintended consequences. To be sure, even the most successful presidents have been blindsided by outcomes they did not anticipate.  The Vietnam War under Lyndon Johnson is still a prime example of enabling a disaster that the nation sought to prevent. But in terms of the number of decisions that have gone off the rails, none come close to matching Donald Trump’s daily production of unwelcome surprises. The results would sometimes be laughable if the negative consequences weren’t so catastrophic for the nation.

The current stalemate and enhancement of Iranian power over the Strait of Hormuz is exactly the reverse of what he wanted. He surely did not intend to turn a second-rate power into a nation that could control a large segment of world trade. He also seemed to be the only one who was surprised by the decisions of the much-villified former allies for holding back on joining the ill-fated initial attack on Iran. Ditto for his efforts to woo Kim Jong Un, presumably to discourage North Korea’s nuclear ambitions. But after these kinds of overtures, the country invariably “test-launches” another long-range missile.

Or there are his attempts to encourage a dramatic rise in U.S. based manufacturing by raising tariffs on other nations. Yet government data indicates that spending on factory construction is actually falling. Trump seems the least capable of imagining how actions might unfold in ways that are not anticipated. This is probably because he won’t tolerate having genuine truth-tellers around him.

Trump’s tone deafness extends to the effects of his sometimes-caustic comments about groups or individuals. He may be the last to notice the growing hostility his denigration of woman reporters has triggered. To cite a familiar example, CNN’s much-maligned Caitlin Collins is now honored by many for her ability to ignore tasteless smears while asking the President challenging questions.

A more alert democracy would not tolerate a leader who so regularly demonstrates childish and gross incompetence. As in Britain, legal means replace failing leaders. Yet the President’s ossified congressional majority won’t use the constitutional tools available to them to remove him from office.

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*For narrow political reasons, the states of Florida and Texas have decided to weaken opportunities to study “liberal” sociology at many of their universities, removing their courses from the core curriculum.

 

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When Results Fall Short of Expectations

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A number of years of writing and teaching has forced me to be a student of the unexpected ricochet. That’s pretty much the whole game if you are playing racquetball, and it has a lot of relevance to communication.

second thoughtsThe actual court for the game is simply a 20 by 40-foot white box with walls that function as a playing surfaces for several players hitting a hard rubber ball. It’s typically smashed so hard against the playing wall that it comes back at speeds and angles are hard to predict. Those missed shots off the walls, ceiling or floor are how you score points against your opponent. Those who have escaped the sting of that small missile can be thankful. It hurts. A bruised French player must have coined the word “ricochet.” But it also evokes the unanticipated associations, meanings, slights, and bogus significations possible every time we open our mouths. More than most kinds of human endeavor, persuasion is fraught with effects that are unforeseen. No wonder it is so difficult.

From a number of meta-studies we know that the odds of getting someone to alter their attitudes even after a flurry of good reasons have been presented is—on the best days—no better than maybe one in ten. After explaining this theory of “minimal effects” in a class, a student glumly asked, “What’s the point? Why bother? The challenge hardly seems worth the effort.”

The short answer is that we have no choice. We are hard-wired to connect. And, by the way, who says that convincing another person to give up an attitude or a cherished behavior should be easy? We’ve worked hard to put our lives together in some sort of coherent way; we are not going to rearrange them on a whim.

It’s best to consider what can go wrong. In persuasion theory, unexpected effects are called “boomerangs.” The idea is important to remember because even well-planned campaigns to change others’ behaviors can easily veer off course. I teach this logic, and encourage my students to wear their newly acquired skepticism as a badge of honor. Having a healthy level of doubt about predicted effects is a life skill. Recall Elon Musk brandishing his chain saw in the Oval Office, or hoisting his arm in some sort of Fascist salute, or demonstrating  the toughness of his truck’s windows as one breaks.  All were surely not what the unpopular Musk intended.

Consider some additional cases, mostly true:

  • You show up to give an invited presentation to a group and (a) there is no screen for the PowerPoints you counted on, (b) there is nowhere to plug in your video projector, (c) there is no podium for your notes and (d) and a crew of ten men and machines are busy re-paving the parking lot next door.  Under these circumstances, how effective do you think will can be?
  • Your advertising agency has prepared a gay-friendly ad campaign that tested well and is now running in three national media outlets. Everyone on the creative team basks in their certain rewards of their progressive messages. But a respected leader in the LGBT community condemns the ads for “promoting old stereotypes.”  Condemnation of the ads is getting more attention than the ads themselves.
  • At a business lunch with a potential client you innocently praise the good service you once got from a large national retailer, only to be chided for supporting a chain whose owners are “political reactionaries.”
  • You meet a new set of Michigan in-laws for the first time, not realizing that for this family of General Motors employees, your new Ford visible to all in their front driveway might just as well be a load of manure.
  • You are Bridget Jones at a literary party in the midst of introducing the work of a hack you brazenly oversell as the author of “the greatest book of our time.”  This happens just as you catch  looks of dismay from the faces of Jeffrey Archer and Salman Rushdie, just a few feet away.

When it comes to communication, it is reasonable to worry about things going wrong. You will probably be pleasantly surprised, but it pays to be a little bit of a pessimist.