T21: Heider’s Balance Theory COMM2071 Media Audiences and Consumer Behaviour

By: Karan, Andrew, Ethel, Nykole, Joreen and Xiaojia

Topic 21Devise an experiment to test Heider’s Balance Theory and

discuss your findings

Introduction

• Brief overview of Heider’s Balance Theory

• Experiment Objectives

• “Operation Sunshine” – The Experiment

• “Operation Sunshine” Findings & Observations

• Critiques

Heider’s Balance Theory

• Originator: Fritz Heider (1946)

• Cognitive Consistency Theory

• Theoretical Framework – people & environment

• Triad Relation: “P”, “O” & “X”

• In “P’s” cognitive structure – “Balanced” or “Unbalanced” relation?

• Heider’s Basic Hypothesis:

- Pressure toward balance Change relation Action Cognitive Reorganization

- No change Imbalance state Tension

Experiment: Objectives“Operation Sunshine”

By applying Heider’s Balance Theory and model to our experiment, we attempt to;

1 Justify if the theory and model is valid and workable:1A: Can we tell if the relation is balanced or unbalanced?1B: Can we accurately predict “P’s” possible reaction(s) to attain “balance”?1C: Will the stress from the pressure be able to motivate “P” to take action or cognitive reorganization to attain “balance” or will “P” simply do nothing?

2 Explore the advantages and short-comings of the theoretical framework

1A: Can we tell if the relation is balanced or unbalanced?

““P”- P”- Nykole

““O” - O” - Marc ““X”- X”- Karan’s friendship

P (-) O

O (+) X

P (+) X

(-) x (+) x (+) = (-)ve

“Unbalanced” relation

1B: Can we accurately predict “P’s” possible reaction(s)?

P (+) O

O (+) X

P (+) X

(+) x (+) x (+) = (+)ve

“Balanced” relation

Prediction 1:“P” may change her mind about “O” for the better, and retain “X” friendship

PP

XXOO

1B: Can we accurately predict “P’s” possible reaction(s)?

PP

P (-) O

O (+) X

P (-) X

(-) x (-) x (+) = (+)ve

“Balanced” relation

Prediction 2:“P” may decide to forego both relationships with “O” and “X”

XXOO

1B: Can we accurately predict “P’s” possible reaction(s)?

PP

P (-) O

O (-) X

P (+) X

(-) x (+) x (-) = (+)ve

“Balanced” relation

Prediction 3:“P” may find ways to sabotage the relation between “X” and “O”

XXOO

1B: Can we accurately predict “P’s” possible reaction(s)?

PP

P (+) O

O (-) X

P (-) X

(+) x (-) x (-) = (+)ve

“Balanced” relation

Prediction 4:“P” can reconcile with “O” and at the same time forego “X” – the friendship with Karan and cause “O” to fall out with “X”

XXOO

1B: Can we accurately predict “P’s” possible reaction(s)?

PP

Prediction 5:“P” does nothing and allow the current “unbalanced” state to exist

XXOO

(-) x (+) x (+) = (-)ve“Unbalanced” relation

P (-) O

O (+) X

P (+) X

Video Presentation

PP

XXOO

P (-) O P (+) X

O (+) X

“P” tried to seek balance through various means:

“P” tried to convince “O” that his class behavior is disruptive and he should stop

“P” raised her discomfort about “X”- Karan’s friendship, by blaming it on “O’s” common interest in “X”

“P” tried to sabotage the relation between “O” & “X”

“P” tried eliminate having a common friend with “O” (i.e. “X” )

Result

Result

PP

XXOO

P (-) O P (+) X

O (+) X

In the end, “P” maintained the original “unbalanced” relation status

(-) x (+) x (+) = (-)ve

“Unbalanced” relation

Other Observations• Predictive nature: may only be restricted to predict

direction of change, but not much accuracy in describing “How” it’s done

• Prediction accuracy is dependent on “P’s” truthfulness

• “P” is not motivated enough to seek balance in her relation with “O”

• State of imbalance will produce tension, but “P” may not be affected

(+ve) Critiques

• Good with intuitions about harmony & disharmony between people and the significant things in life

• Recognizes that people sometimes notice inconsistent cognitions lead to attitude change

• Simple theory, ease of interpretation, easy to understand

(-ve) Critiques

• Theory ignores the fact that relationships are “2-way streets”

• Over-simplification of human sentiments with only like (+ve) and dislike (-ve)

• Perceived importance of the relationship affects motivational level to pursue balance

• Theory doesn’t work with more than 3-entities

• Within the 3 entities, at least two parties are required to have feelings

Credits

Ethel“The Raisin Girl”

Andrew“The Flu Bug”

Joreen“Ms CPF”

Nykole“Spider Girl”

Karan“Haha Girl”

XiaoJia“Preetty Girl”

End