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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.
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.
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.
• http://www.youtube.com/watch?v=M2epB4K1rnc&feature=related
• http://www.youtube.com/watch?feature=endscreen&v=vrVNPmzXH0E&NR=1
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.
Example:
Suppose Zach does not like Brett. That is, there is negative sentiment relation between them.
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.
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