Balance theory
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.
Balance theory - Wikipedia Jump to content From Wikipedia, the free encyclopedia Theory of attitude change In the psychology of motivation , balance theory is a theory of attitude change , proposed by Fritz Heider . [ 1 ] [ 2 ] 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 suppo
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