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Balance Theory

Balance Theory means Newcomb’s cognitively oriented theory of the relationships among (1) an individual’s liking for another person, (2) his or her attitude about a given topic, and (3) the other person’s perceived attitude about the same topic.

Balance theory -  According to the American psychologist Fritz Heider, people have a tendency towards compatibility in their beliefs because incompatibility causes tension. For example, if you believe someone is gentle and you see him acting violently, your beliefs are in a state of imbalance. You would strive to balance them again and this might be done by saying that the act was not really violent , or the person was not as gentle as you thought, or he was not responsible for his behaviour.

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