Balance theory
Encyclopedia
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 (P) who likes an Other (O) 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:
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:
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.
Fritz Heider
Fritz Heider was an Austrian psychologist whose work was related to the Gestalt school. In 1958 he published The Psychology of Interpersonal Relations, which expanded upon his creation of balance theory and marked the starting point of attribution theory...
, which conceptualizes the consistency motive as a drive toward psychological balance. Heider proposed that "sentiment" or liking relationships are balanced if the affect valence
Valence (psychology)
Valence, as used in psychology, especially in discussing emotions, means the intrinsic attractiveness or aversiveness of an event, object, or situation. However, the term is also used to characterize and categorize specific emotions. For example, the emotions popularly referred to as "negative",...
in a system multiplies out to a positive result.
For example: a Person (P) who likes an Other (O) 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
Testimonial
In promotion and of advertising, a testimonial or show consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary...
affects consumers' attitudes
Attitude (psychology)
An attitude is a hypothetical construct that represents an individual's degree of like or dislike for something. Attitudes are generally positive or negative views of a person, place, thing, or event— this is often referred to as the attitude object...
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.