Question

The basic premise of _____ is that consumers are motivated to maintain perceived consistency in the relations found in mental systems. a. balance theory b. behavioral influence theory c. the elaboration likelihood model d. social judgment theory e. the changing schema-based affect

Answer 1

The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.

What is balance theory?

The balance theory, put out by Fritz Heider, is a theory of attitude change in the psychology of motivation. The cognitive consistency motive is interpreted as a desire for psychological harmony. The desire to uphold one's ideals and views across time is known as the consistency motive.

The social psychologist Fritz Heider's Heider's Balance Theory is based on the harmony that must exist between thoughts, emotions, and social relationships in order for the ideas shared by both parties. This harmony can be between interpersonal relationships or for something specific between two or more people.

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