What Is The MUM Effect And How Does It Affect Us?

In the field of social psychology, many interesting phenomena help us to understand why we act in a certain way when we relate to others. The MUM effect is one of them. MUM stands for Minimizing Unpleasant Message in English, the effect is thus the result of the minimization of unpleasant messages. Experts define it as the avoidance or refusal of bad news because of the fear that others will associate us with them.

Our social environment often governs our way of acting. The people around us influence our behavior and our way of thinking or feeling. As you can see, this has a lot to do with this phenomenon, which is common in our everyday lives, and extremely destructive to an effective society. It has to do with avoiding feelings of guilt and maintaining our self-esteem and thus goes by the name of the MUM effect.

What is the MUM effect?

The MUM effect occurs when we resist or avoid communicating bad news. We can also distort them or hide them so that they appear less negative. There is a certain fear of giving bad news, a fear that people will start associating us with the bad news. This is whether we have anything to do with them or not. In turn, this fear is rooted in the fact that we do not want to be considered negative people.

This effect occurs in the face of all types of negative news. For example, someone’s death, an accident or a critical medical situation. In addition, the MUM effect can occur in all types of situations and for all possible recipients of the news (whether it concerns family, friends, our partner, etc.)

Although it is a very common phenomenon, we can not say that it is universal. A clear example of this is urban myths, rumors and news programs. These always seem to convey bad news. Yet we are still attracted to them.

How does it affect us?

In particular, the MUM effect is common in situations where the news affects or refers to our own or the recipient’s or recipients’ well-being. So how does it affect us?

Basically as follows: When we have to communicate bad news, we try to resist doing so, or even change the message, unknowingly, so that the news does not seem so negative. This happens, as we mentioned, for fear that we will be connected to them. It’s like we had something to do with the cause of this news, even though that thought is completely irrational.

Here we must point out that individuals who every day in their work are faced with the task of communicating bad news (for example doctors) are probably more resistant to this effect and are not inclined to change their message. This is because it is part of their job and they can not distort the facts of the matter. Of course, this does not mean that they do not suffer when they have to communicate bad news.

In the end, we are only human, and it is perfectly normal for us to feel this fear, discomfort, or anxiety. After all, who really wants to communicate negative news? Thus, with the MUM effect, we try to “compensate” for this fear or discomfort and the possible pain we risk causing others by communicating the news.

Causes of the MUM effect

Why does this phenomenon occur? We have already said that it is about the fear that others will think we are negative or unpleasant people. But what are the underlying causes? Why do we want to feel attractive to others?

Some theories that mention this effect are the theories of reinforcement (Lott and Lott, Byrne). According to these theories, there is an attraction to people who are present or doing something that triggers an effect on us (either positive or negative). In addition to these reinforcement theories, it is also about wanting to make others see us as universally interesting.

On the other hand, there may be a cognitive distortion that affects our view of reality. This is the so-called “belief in a just world”. Through this conviction, we have the irrational notion that the normal course of events is something that is fair to all involved. Or in other words that everyone gets what they deserve. This belief can also explain why we are so afraid to give bad news to those we think do not deserve it.

Why do we not want to give bad news?

Let’s go back to the MUM effect and what we first pointed out. In fact, no one likes to be an unlucky bird and a bearer of bad news. But why is it that way? Some of the reasons that explain why we have such a hard time giving bad news and the scientific research that supports this, are the following:

• We think of our own well-being. Above all, we want to avoid feeling guilty when we communicate bad news.
• We do not want to harm others (and this can then largely be explained by empathy).
• The use of certain social norms as a guide when we interact with other people (we have a number of ideals about how to do things “the right way”).
• We are worried (or afraid) that others will associate us with the bad news that we need to communicate (and therefore give the impression of being less attractive or less positive).

There are no magic formulas for giving bad news

There are no general rules that tell us how to act in society. It’s the same with bad news: there is no perfect protocol or magic spell that can mitigate its negative effects when we communicate them.

However, we have the Buckman-Baile Protocol, published in 2006 in the Journal of Intensive Care Medicine , which gives us some practical ideas on how to proceed.

Of course, the MUM effect will probably always be with us due to the human tendency to want to avoid harming others. This tendency is largely explained by a desire to be accepted and maintain good self-esteem. In addition, empathy can make this phenomenon more understandable.

In short: we like to give good news and not bad news, because we like to be associated with good things!