PSYCH 3CB3 Lecture Notes - Lecture 12: Balance Theory, Diversity Training, Parenting Styles
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12 Oct 2016
School
Department
Course
Professor
October 6th 2016
EC in Social Psychology
EC and Heider's Balance Theory:
o Designed to account for the basic attitude change paradigm in which a source
(someone) gives a message/something to someone
o Source, Message and Audience
o We can conceive attitude formation in which someone says something to an
audience with purpose to change their mind
o P1 (Audience), P2 (Source), P3 (Attitude)
o In this model, we see affective links between 3 elements
o What does P1 think about P2 and P3, what will the audience feel about attitude
object once message has been delivered?
o Evaluative links
o We will only get attitude change if there is tension (unbalanced) in triad
o Can do it logically or simply multiply the signs of affective links together
o Does the model accurately predict in the evaluative positioning? In general, yes.
o One exception is when you have a disliked source is associated with something in a
negative way (e.g. celebrity endorsers)
E.g. if Hitler endorses Porsche, we will hate Porsche b/c of the association with
Hitler
Problem is - balance theory does not expect that
In EC: lets say Hitler dislikes Porsche, we should hate Porsche anyways just
because Hitler is involved
When we have negative promotor, anything to do with that is hated
Balance theory - we should come to like Porsche if Hitler dislikes them
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