CMS 332K Lecture Notes - Lecture 1: Balance Theory, Peer Pressure, Proactiv
18 Feb 2016
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Consistency theories behaviors, etc: we strive for it, in attitudes, beliefs, inconsistency is uncomfortable/tension, people try to avoid inconsistency or eliminate it, why is inconsistency a problem? producing. Makes our lives more efficient and orderly. Consistency can be foolish and even dangerous. Balance theory: keep in mind what p thinks, balanced vs. imbalanced. Odd number of negative signs = unbalanced states. In balanced states, my friends agree wit me, and my enemies disagree with me: commentary/critique. Bt offers crude representation of consistency processes. Does not acknowledge degrees of liking, importance of the issue, or consistency/balance. People expect balanced situations: illustrations in persuasive communications. Helps to explain why companies would drop celebrity spokespeople who become less likable: p is the target of the persuasive marketing. P must be made to believe that o actually uses x: x is the product, o is the endorsement/support.
