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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.
Harold Adams Innis (November 5, 1894 – November 8, 1952) was a professor of political economy at the University of Toronto and the author of seminal works on Canadian economic history and on media and communication theory.
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 name of the theory is borrowed from Wright's metaphor of fitness landscapes (evolutionary landscapes), attempting to ...
Inclusive fitness in humans is the application of inclusive fitness theory to human social behaviour, relationships and cooperation.. Inclusive fitness theory (and the related kin selection theory) are general theories in evolutionary biology that propose a method to understand the evolution of social behaviours in organisms.
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:
Frank Dance's helical model of communication was initially published in his 1967 book Human Communication Theory. [161] [162] [163] It is intended as a response to and an improvement over linear and circular models by stressing the dynamic nature of communication and how it changes the participants. Dance sees the fault of linear models as ...
In considering the relationships of three, Fritz Heider initiated a balance theory of relations. In a larger network represented by a graph, the totality of relations is represented by a signed graph. This effort led to an important and non-obvious Structure Theorem for signed graphs, [14] which was published by Frank Harary in 1953.
The theory asserts that selection for the group level, involving competition between groups, must outweigh the individual level, involving individuals competing within a group, for a group-benefiting trait to spread. [31] Multilevel selection theory focuses on the phenotype because it looks at the levels that selection directly acts upon. [30]