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Love bombing is an attempt to influence a person by lavish demonstrations of attention and affection. The phrase can be used in different ways. Members of the Unification Church (who reportedly coined the expression) use or have used it themselves to mean a genuine expression of friendship, fellowship, interest, or concern. Critics of cults use the phrase with the implication that the "love" is feigned and the practice is manipulative. It has also been used to refer to abusers in romantic relationships showering their victims with praise, gifts, and affection in the early stages of a relationship.
In 1999 testimony to the Maryland Cult Task Force, Ronald Loomis, Director of Education for the International Cultic Studies Association, reflecting his belief that the term was not invented by critics, asserted: "We did not make up this term. The term 'love bombing' originated with the Unification Church, the Moonies.
Sun Myung Moon, the founder and then leader of the Unification Church, used the term "love bomb" in a July 23, 1978 speech (translated):
Unification Church members are smiling all of the time, even at four in the morning. The man who is full of love must live that way. When you go out witnessing you can caress the wall and say that it can expect you to witness well and be smiling when you return. What face could better represent love than a smiling face? This is why we talk about love bomb; Moonies have that kind of happy problem.
Former members of the Family International, including Deborah Davis, daughter of the founder of the Children of God, and Kristina Jones, daughter of an early member, have used the term in describing the early days of the organization.
Psychology professor Margaret Singer popularized the concept, becoming closely identified with the love-bombing-as-brainwashing point of view. In her 1996 book, Cults in Our Midst, she described the technique:
As soon as any interest is shown by the recruits, they may be love bombed by the recruiter or other cult members. This process of feigning friendship and interest in the recruit was originally associated with one of the early youth cults, but soon it was taken up by a number of groups as part of their program for luring people in. Love bombing is a coordinated effort, usually under the direction of leadership, that involves long-term members' flooding recruits and newer members with flattery, verbal seduction, affectionate but usually nonsexual touching, and lots of attention to their every remark. Love bombing - or the offer of instant companionship - is a deceptive ploy accounting for many successful recruitment drives.