Balance Theory proposes that individuals seek consistency in their beliefs, attitudes, and behaviors. It focuses on the relations between an observer, person, and object, which can be positive or negative. When the multiplication of these sentiment and unit relations results in a negative value, the observer is motivated to change their feelings about one of the relations to achieve consistency or balance. Balance Theory is used to explain consumer behavior and effectiveness of product placement.

1. Balanc
e
Theory
By: Vladimir, Maria, Rose

2. Introduction
The Balance Theory was introduced by Fritz
Heider
The main role of this theory is that
consumers are motivated to maintain
perceived consistency in the relations
found in a system
Consistency principle states that human
beings prefer consistency among their
beliefs, attitudes, and behaviors.
Balance Theory focuses on the relations
between observer, person and object.
The relation between these elements may
be positive or negative.

3. Note that system composed of observer, person and object
is referred to as a triad because it consists of three elements.
The relations between the elements are referred to be
sentiment relations or unit relations.

4. Sentiment relations are the relations between the observer
and the other elements in the system
The object-person relation is a unit relation. Unit relations are
based on the idea that two elements are in some way
connected to one another.

5. Balance Theory

6. • http://www.youtube.com/watch?v=M2epB4K1rnc&feature=related
• http://www.youtube.com/watch?feature=endscreen&v=vrVNPmzXH
0E&NR=1

7. BALANCED vs. UNBALANCED

8. This example illustrates a key premise of balance
theory
Consistency in the triad is maintained when the
multiplication of the signs in the sentiment and unit
relations result in a positive value.
When the resulting value is negative, consumers are
motivated to change the feelings associated with one of
the relations.

9. Example:
Suppose Zach
does not like
Brett. That is,
there is
negative
sentiment
relation
between them.

10. CONCLUSION
According to the theory, weak perceived relations
are generally changed, while stronger relations
remain unchanged.
Balance theory is often used to explain effectiveness
and has also been applied in product placement in
televisions shows, goal-oriented behavior and
consumer-brand relationships.

11. SHORT VIDEO
http://www.youtube.com/watch?v=20iA3U
Ud1WA