T21 - Heiders Balance Theory

T21: Heider’s Balance Theory COMM2071 Media Audiences and Consumer Behaviour By: Karan, Andrew, Ethel, Nykole, Joreen and Xiaojia

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

Introduction •

Brief overview of Heider’s Balance Theory

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Experiment Objectives

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“Operation Sunshine” – The Experiment

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“Operation Sunshine” Findings & Observations

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Critiques

Heider’s Balance Theory •

Originator: Fritz Heider (1946)

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Cognitive Consistency Theory

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Theoretical Framework – people & environment

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Triad Relation: “P”, “O” & “X”

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

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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

1A: Can we tell if the relation is balanced or unbalanced? “P”Nykole

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

P (+) X

O (+) X

“O” Marc

“X”-

Karan’s friendship

1B: Can we accurately predict “P’s” possible reaction(s)? P Prediction 1: “P” may change her mind about “O” for the better, and retain “X” friendship

P (+) O

P (+) X

(+) x (+) x (+) = (+)ve “Balanced” relation

O

O (+) X

X

1B: Can we accurately predict “P’s” possible reaction(s)? P Prediction 2: “P” may decide to forego both relationships with “O” and “X”

P (-) O

P (-) X

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

O

O (+) X

X

1B: Can we accurately predict “P’s” possible reaction(s)? P Prediction 3: “P” may find ways to sabotage the relation between “X” and “O”

P (-) O

P (+) X

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

O

O (-) X

X

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

P (+) O

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”

P (-) X

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

O

O (-) X

X

“Balanced” relation

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

P (- ) O

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

P (+) X

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

O

O (+) X

X

Video Presentation

Result “P” tried to seek balance through various means:

P

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

P (-) O

O

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

P (+) X

O (+) X

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

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

Result In the end, “P” maintained the original “unbalanced” relation Pstatus

P (-) O

O

P (+) X

O (+) X

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

X

Other Observations •

Predictive nature: may only be restricted to predict direction of change, but not much accuracy in describing “How” it’s done

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Prediction accuracy is dependent on “P’s” truthfulness

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

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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

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

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Simple theory, ease of interpretation, easy to understand

(-ve) Critiques •

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

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

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Perceived importance of the relationship affects motivational level to pursue balance

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Theory doesn’t work with more than 3entities

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

Credits

XiaoJia “Preetty Girl”

Joreen “Ms CPF”

Andrew “The Flu Bug”

Karan “Haha Girl”

Ethel “The Raisin Girl”

Nykole “Spider Girl”

End