Balance Theory

Balance Theory is a motivational theory of attitude change proposed by Fritz Heider, which conceptualizes the consistency motive as a drive toward psychological balance. Heider proposed that "sentiment" or liking relationships are balanced if the affect valence in a system multiplies out to a positive result.
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attitude-change theory that argues that individuals avoid inconsistency and seek mental harmony by changing the weaker conflicting attitude to agree with the stronger attitude; buyer behaviour.

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