Balance Theory

What is Balance Theory?

Balance Theory is a social psychological theory that explains how people strive to maintain balance in their social relationships. According to the balance theory, people evaluate their relationships with others based on their feelings of similarity and attraction. When two people are similar and attracted to each other, they are said to be in a state of balance. When one person is dissimilar or unattractive to the other, the relationship is said to be unbalanced.

Balance theory suggests that people will try to restore balance in their relationships by changing their attitudes or behaviors towards the other person. For example, if one person in a relationship perceives the other as dissimilar or unattractive, they may try to change their own attitudes or behaviors in order to make the relationship more balanced.

Balance theory has been used to explain a wide range of social phenomena, including group dynamics, interpersonal communication, and conflict resolution. It is based on the idea that people have a psychological need for consistency and stability in their relationships and that they will work to maintain a sense of balance in their interactions with others.

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Relationship Marketing