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 (+) > XP (-) > OO (+) > 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.
|
