Balance theory
theory of attitude change
In the psychology of motivation, balance theory is a theory of attitude change, proposed by Fritz Heider. It conceptualizes the cognitive consistency motive as a drive toward psychological balance. The consistency motive is the urge to maintain one's values and beliefs over time. Heider proposed that "sentiment" or liking relationships are balanced if the affect valence in a system multiplies out to a positive result.
Research in 2020 provided neuroscientific evidence supporting Heider's balance theory. A study using neuroimaging techniques found distinct differences in brain activation when individuals were exposed to unbalanced versus balanced triads. These differences were observed in brain regions associated with processing cognitive dissonance, offering biological support for Heider's original psychological explanation of balance theory in social context.
Structural balance theory in social network analysis is the extension proposed by Dorwin Cartwright and Frank Harary. It was the framework for the discussion at a Dartmouth College symposium in September 1975.
P-O-X model
For example: a Person (
P
{\displaystyle P}
) who likes (
+
{\displaystyle +}
) an Other (
O
{\displaystyle O}
) person will be balanced by the same valence attitude on behalf of the other.
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