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12 Cards in this Set
- Front
- Back
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Consistency Theories (def):
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People seek to maximize the internal psychological consistency of their cognitions
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Cognition:
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a basic unit of thought
Attitude Belief |
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Balance Theory
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One of the first consistency theories
Fritz Heider in 1946 interrelations of a person’s perceptions in a specific three element situation |
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Balance Theory
Three elements |
Perceiver (P)
Other Person (O) Third Object (X) |
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Relationships in Balance Theory
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Relationships are described using pluses and minuses
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example of balance theory relationship
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Jake likes Sam
Jake likes Aerosmith Jake thinks Sam likes Aerosmith |
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Role of the Perceiver in Balance Theory
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Balance theory is perceptual. That is, it is all about what the perceiver thinks.
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Balanced triangles:
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Cognitions are consistent
perceive correctly look at carefully and see if it makes sense |
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Unbalanced triangles:
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Cognitions are inconsistent
perceive incorrectly look at carefully and see if it makes sense |
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Implications for Advertising for balance theory
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Use known people who are liked in your advertising. Forces people to fill in the triangle:
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Research Evidence for Balance Theory
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Generally supportive
Don’t care about people we don’t like Easier to remember balanced states People expect balanced states |
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extra info about balance theory
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No allowance for degrees of liking
No recognition of importance |
