Persuasion Theories - Balance Theory

Persuasion Theories - Balance Theory

 Balance theory states that when tensions arise between or inside
people, they attempt to reduce these tensions through self-persuasion or trying to
persuade others. A ‘motivational theory’ of attitude change, ‘Balance Theory’
conceptualizes the consistency motive as a drive toward psychological balance. It
proposes that “sentiment” or liking relationships are balanced if the ‘affect valence’ in
a system multiplies out to a positive result.

For example, a person who likes another person will be balanced by the same valence
the attitude on behalf of the other.
Symbolically, when P (+) > O and P < (+) O the result is a psychological balance.
This can be extended to objects (X) as well, thus introducing triadic relationships.
If a person P likes object X but dislikes other person O, what does P feel upon learning
that O created X? This is symbolized as such:
• P (+) > X
• P (-) > O
• O (+) > X
Multiplying the signs shows that the person will perceive imbalance (a negative
multiplicative product) in this relationship, and will be motivated to correct the
imbalance somehow. The person can either· Decide that O isn’t so bad after all,
• Decide that X isn’t as great as originally thought to be, or
• Conclude that O couldn’t really have made X.
Any of these will result in psychological balance, thus resolving the dilemma and
satisfying the drive. (Person P could also avoid object X and other person O entirely,
lessening the stress created by psychological imbalance.)