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Balance Theory
The Balance Theory proposes that individuals seek consistency in their beliefs, attitudes, and relationships. It focuses on triadic relationships between an observer, person, and object. If the product of the sentiment relations and unit relation in a triad is positive, the triad is considered balanced. If negative, individuals are motivated to change one of the relations to restore balance. Balance Theory aims to explain how people maintain consistency in their social relationships and perceptions.
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Balance Theory
- 1. Balance Theory By: Vladimir,Maria, Rose
- 2. Introduction TheBalance 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 systemcomposed 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 arethe 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.
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- 6. • http://www.youtube.com/watch?v=M2epB4K1rnc&feature=related • http://www.youtube.com/watch?feature=endscreen&v=vrVNPmzXH 0E&NR=1
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- 8. This example illustratesa 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 thetheory, 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.
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