Balance Theory

Knowledge Center

Description of Balance Theory. Explanation.

Contents

  1. Summary
  2. Forum
  3. Expert Tips
  4. Resources

  Print


 



Why register?
Log in

Balance TheoryDefinition Balance Theory. Description.


Balance Theory is is a psychological concept that describes relationships amongst cognitions..


The Balance Theory has been pioneered by Fritz Heider in 1946.

He depicted liking relationships among a triad: the Perceiver (P), the attitude Object (X) and the Other Person (O). Any resulting combination, whether a perceiver likes a concept or the other person or vice versa, is represented with minus and plus signs. When plus overcome minus there is balance; in case of an imbalanced relationship the Balance Theory predicts that an attitude change would take place to restore the balance.


In any triad there can be 8 relational configurations, relationships from 1 to 4 are balanced and those from 5 to 8 are unbalanced: 1) P+O; P+X; O+X. 2) P+O; P-X; O-X; 3) P-O; P+X; O-X. 4) P-O; P-X; P+X. 5) P+O; P+X; O-X; 6) P+O; P-X; O+X. 7) P-O; P+X; O+X. 8) P-O; P-X; O-X.


A well-known example of Balance Theory is the triadic relationship between Michael Jordan (O), Nike Shoes (X) and the Potential Customer (P). When a Potential Customer likes Michael Jordan (P+O), and Jordan states Nike Shoes are great (O+X), if he doesn’t like Nike Shoes (P-X) he feels uncomfortable and the relationship is imbalanced. Therefore to restore the balance he will change his attitude into (P+X) thus returning to configuration number 1.


The main advantage of Balance theory is that when we are aware of any inconsistency we may consider that an attitude change is likely to happen. Although people don’t relate any cognitions to each other to find inconsistencies.


The main limitations of Balance Theory are:

  1. In configurations 3,4,7,8 when P doesn’t like O the theory doesn’t work well;
  2. The theory makes no prediction on how imbalance will be restored;
  3. The quality of the message content (O +/- X) is ignored;
  4. Relationships within the triad are not quantifiable, there can be cases where a plus is stronger than a minus or than an other plus.

The use of Balance Theory has been particularly effective in celebrity advertising campaigns based on famous testimonials. When a celebrity supports a product or a service all people who like her/him start feeling attracted by the same product / service to achieve a psychological balance. In this perspective, when designing a celebrity-based advertising campaign, it is effective to use a personality that can be considered an idol by a company’s target market. Michael Jordan would not have been so effective in endorsing a PC or a make-up product.


The Balance Theory is also known as Cognitive Balance and conceptually it is very similar to the concept of Congruity Theory, which tried to partially overcome the limitation of point 2.





Balance Theory Forum Help
  Balance and Game Theory
Is there any relationship between balance theory and game theory?...
     

Balance Theory Special Interest Group


Special Interest Group

 

Expert Tips - Balance Theory Premium

Resources - Balance Theory Premium
Balance Theory in Relationships and Social Networks - Balance Theory, Social Networks, Social Relationships
 

News - Balance Theory

     
 

Videos - Balance Theory

     
 

Presentations - Balance Theory

     
 

More - Balance Theory

     

Compare with: Social Judgment Theory  |  Cognitive Dissonance  |  Congruity Theory  |  Impression Management  |  Attribution Theory  |  Employee Attitude Survey  |  Theory of Planned Behavior  |  Changing Organization Cultures  |  Appreciative Inquiry  |  Hawthorne Effect  |  Coaching  |  Mentoring

Sponsor
Sponsor this knowledge center

Special Interest Group Leader
Expert? Would you like to be our Balance Theory SIG Leader?

All you need to know about management

12manage for:



Management Smart Card

12manage in:





 

Return to Management Hub: Change & Organization  |  Communication & Skills  |  Ethics & Responsibility  |  Human Resources  |  Knowledge & Intangibles  |  Leadership  |  Marketing


More on Management  |  Return to Management Dictionary  | 

 

This ends our Balance Theory summary and forum.

Copyright 2014 12manage - The Executive Fast Track. V12.0 - Last updated: 22-12-2014. All names tm by their owners.