Balance theory

Balance theory

Balance Theory is a motivational theory of attitude change proposed by Fritz Heider, which conceptualizes the consistency motive as a drive toward psychological balance. Heider proposed that "sentiment" or liking relationships are balanced if the affect valence in a system multiplies out to a positive result.

For example: a Person who likes an Other person will be balanced by the same valence attitude on behalf of the other. Symbolically, P (+) > O and P < (+) O results in psychological balance.

This can be extended to objects (X) as well, thus introducing triadic relationships. If a person P likes object X but dislikes other person O, what does P feel upon learning that O created X? This is symbolized as such:
*P (+) > X
*P (-) > O
*O (+) > X

Multiplying the signs shows that the person will perceive imbalance (a negative multiplicative product) in this relationship, and will be motivated to correct the imbalance somehow. The Person can either:
* Decide that O isn't so bad after all,
* Decide that X isn't as great as originally thought, or
* Conclude that O couldn't really have made X.

Any of these will result in psychological balance, thus resolving the dilemma and satisfying the drive. (Person P could also avoid object X and other person O entirely, lessening the stress created by psychological imbalance.)

Balance Theory is also useful in examining how celebrity endorsement affects consumers' attitudes toward products. If a person likes a celebrity and perceives (due to the endorsement) that said celebrity likes a product, said person will tend to liking the product more, in order to achieve psychological balance.

However, if the person already had a dislike for the product being endorsed by the celebrity, she may like the celebrity less in addition to liking the product more, again to achieve psychological balance.

To predict the outcome of a situation using Heider's Balance Theory, one must weigh the effects of all the potential results, and the one requiring the least amount of effort will be the likely outcome.


Wikimedia Foundation. 2010.

Игры ⚽ Поможем решить контрольную работу

Look at other dictionaries:

  • balance theory — describes the affective (positive or negative) links between points (individuals or groups) in a network , by examining the compound effects in each constituent triad , which is balanced if the product of its links is positive, and unbalanced… …   Dictionary of sociology

  • Social balance theory — is a class of theories within social network theory which attempts to describe how individual desires to reduce affective cognitive dissonance influence in a group of network structures, and that individuals expect to be exposed to balanced… …   Wikipedia

  • Shifting balance theory — Wright s Shifting balance theory is a theory by Sewall Wright used to model evolution using both drift and selection. Wright assumes that populations are very small, genetic drift and epistasis are very important.Shifting balance theory:1. A… …   Wikipedia

  • Theory of planned behavior — In psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. It was proposed by Icek Ajzen (last name sometimes spelled Aizen ) as an extension of the theory of reasoned action. It is one of the most… …   Wikipedia

  • Theory of International Politics — is a 1979 international relations theory book, written by Kenneth Waltz that elaborated a new theory, the neorealist thory of international relations, and surpassed the cognitive limitations of the past. Taking into account the influence of… …   Wikipedia

  • Balance of power in international relations — In international relations, a balance of power exists when there is parity or stability between competing forces. As a term in international law for a just equilibrium between the members of the family of nations, it expresses the doctrine… …   Wikipedia

  • Balance of threat — The balance of threat theory was proposed by Stephen M. Walt in an article entitled Alliance Formation and the Balance of World Power published in the journal International Security in 1985. The balance of threat theory modified the popular… …   Wikipedia

  • Balance board — A balance board is a device used for recreation, athletic training, brain development, therapy, musical training and other kinds of personal development. It is a lever, similar to a see saw, that the user usually stands on, usually with the left… …   Wikipedia

  • Balance of payments — In economics, the balance of payments, (or BOP) measures the payments that flow between any individual country and all other countries. It is used to summarize all international economic transactions for that country during a specific time period …   Wikipedia

  • Balance of nature — The Balance of nature refers to the theory that biological systems are usually in a stable equilibrium, which is to say that a small change in some particular parameter (the size of a particular population, for example) will be corrected by some… …   Wikipedia

Share the article and excerpts

Direct link
… Do a right-click on the link above
and select “Copy Link”