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- Title
Boomerang Effects on People in Our Daily Life such as Consumers: Explanations by the Yin and Yang Theory of Cognition.
- Authors
KURATA, Megumi; SAKAKI, Hilobumi
- Abstract
A series of experiments conducted by Hilobumi Sakaki shows that a small discrepancy in opinions between recipients and persuaders will cause boomerang effects, whereas a large discrepancy will produce attitude changes in the advocated direction. Sakaki constructed the Yin and Yan Theory of Cognition to explain these results. The purpose of this paper is to contribute to the further development of a series of studies on the Yin and Yan Theory of Cognition by reviewing the relevant studies to date and by presenting additional examples on the theory. Examples of social phenomena in Japan and foreign countries such as the U.S.A., Spain, and Vietnam indicate that this Yin and Yang Theory of Cognition provides a possible explanation for changes in attitudes or opinions of people. Previous studies can be divided into two main categories: (1) Laboratory experimental studies on the effect of persuasive communication, where quantitative and qualitative analysis is conducted and indicates attitude changes including the boomerang effect. (2) Analytical studies on real-world phenomena, also where quantitative and qualitative analysis is conducted and indicates attitude changes including the boomerang effect. In this paper, the authors analyze 10 real-world social examples where people have shown the boomerang effect using the latter approach, instead of the former approach mainly used by the author in the past. The analysis reveals that the observed phenomena, for example, the problems concerning American public's recognition of global warming, ineffective election campaign in Japan, and the citizens' protest against official government view associated with a subway fare hike in Madrid and other social phenomena, can be explained in terms of the Yin and Yang Theory of Cognition. From these 10 phenomena, it becomes clear that the boomerang effect is generated among people in many social problems or campaigns and that the Yin and Yang Theory of Cognition may offer a precise explanation for such effect. Moreover, this theory may provide a solution to the social problems taking place in the world.
- Subjects
JAPAN; COGNITION research; ATTITUDE change (Psychology); YIN-yang; PSYCHOLOGICAL research
- Publication
Japanese Journal of Persuasion & Negotiation, 2012, Vol 4, p37
- ISSN
1883-4310
- Publication type
Article