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Balance theory is useful in examining how celebrity endorsement affects consumers' attitudes toward products. [6] If a person likes a celebrity and perceives (due to the endorsement) that said celebrity likes a product, said person will tend to like the product more, in order to achieve psychological balance.
Structural balance theory posits that some types of triads are forbidden and others are permitted on the basis of four rules. [4]Using the term “friend” to designate a positive sentiment and the term “enemy” to designate a negative sentiment, the classic balance model defines a sentiment network as balanced if it contains no violations of four assumptions:
In the area of graph theory in mathematics, a signed graph is a graph in which each edge has a positive or negative sign. A signed graph is balanced if the product of edge signs around every cycle is positive. The name "signed graph" and the notion of balance appeared first in a mathematical paper of Frank Harary in 1953. [1]
Balance Theory was first developed by Heider with Gestalt influences. [5] Gestalt psychology posits that there is a tendency towards perceptual simplicity, such as symmetry and continuation. Heider extends this principle to social relations, where there are balanced and imbalanced states. [ 6 ]
Fritz Heider (19 February 1896 – 2 January 1988) [1] was an Austrian psychologist whose work was related to the Gestalt school. In 1958 he published The Psychology of Interpersonal Relations, which expanded upon his creations of balance theory and attribution theory.
In papers from 1959 onwards, Irving Janis and Leon Mann coined the phrase decisional balance sheet and used the concept as a way of looking at decision-making. [9] James O. Prochaska and colleagues then incorporated Janis and Mann's concept into the transtheoretical model of change, [ 10 ] an integrative theory of therapy that is widely used ...
Shifting balance theory aims to explain how this may be possible. The shifting balance theory is a theory of evolution proposed in 1932 by Sewall Wright, suggesting that adaptive evolution may proceed most quickly when a population divides into subpopulations with restricted gene flow.
The balance of nature, also known as ecological balance, is a theory that proposes that ecological systems are usually in a stable equilibrium or homeostasis, which is to say that a small change (the size of a particular population, for example) will be corrected by some negative feedback that will bring the parameter back to its original "point of balance" with the rest of the system.