Conceptualized in 1957 by Robert Merton, a professor of sociology at Columbia University, who said the phenomenon occurs when "A false definition of the situation evokes a new behavior which makes the original false conception come true."

In other words when provided with certainty, the brain will produce results consistent with expectation. This can be a useful tool in understanding and motivating individuals and groups of people.

Erroneous information need not be presented. What is important is the sense of certainty perceived by the individual.