The observer-expectancy effect (also called the experimenter-expectancy effect, expectancy bias, observer effect, or experimenter effect) is a form of reactivity in which a researcher’s cognitive bias causes them to unconsciously influence the participants of an experiment. Confirmation bias can lead to the experimenter interpreting results incorrectly because of the tendency to look for information that conforms to their hypothesis, and overlook information that argues against it. It is a significant threat to a study’s internal validity, and is therefore typically controlled using a double-blind experimental design.
An example of the observer-expectancy effect is demonstrated in music backmasking, in which hidden verbal messages are said to be audible when a recording is played backwards. Some people expect to hear hidden messages when reversing songs, and therefore hear the messages, but to others it sounds like nothing more than random sounds. Often when a song is played backwards, a listener will fail to notice the “hidden” lyrics until they are explicitly pointed out, after which they are obvious.