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.

For example: a Person who likes an Other person will be balanced by the same valence attitude on behalf of the other. Symbolically, P (+) > O and P < (+) O results in 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, 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.