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Conceptualization People need consistency in their lives and this theory shows how people motivate themselves to work and adjust inconsistent measures.There are three steps to this theory: People expect consistency. Inconsistencies create a state of dissonance Dissonance drives us to restore consistency
Conceptualization • People need consistency in their lives and this theory shows how people motivate themselves to work and adjust inconsistent measures. There are three steps to this theory: • People expect consistency. • Inconsistencies create a state of dissonance • Dissonance drives us to restore consistency
The Social-Psychological Approach Predictability and Inconsistency Consistency is the notion that phenomena are ordered(or consistent)that allows predictability. Predictability,in turn,allows the scientist to formulate and test hypotheses,make generalizations from them, build theory,and predict future outcomes. The concept of rationalization assumes both rationality and irrationality---we often use irrational means to achieve understanding,to justify painful experiences. That is,we make the world fit our"frame of reference
The Social-Psychological Approach • Predictability and Inconsistency • Consistency is the notion that phenomena are ordered(or consistent) that allows predictability. Predictability, in turn, allows the scientist to formulate and test hypotheses, make generalizations from them, build theory, and predict future outcomes. • The concept of rationalization assumes both rationality and irrationality---we often use irrational means to achieve understanding, to justify painful experiences. That is, we make the world fit our “frame of reference
Heider's Balance Theory Cognitive Consistency and Mass Communication Balance theory,which was originated by Heider(1946),analyzes systems consisting of two or three persons (or two persons and an object),with any two of these entities related to each other by either positive or negative sentiments,or not related at all.In brief,there are likely to be either two minus (e.g.,"dislike")links or none. Balance State designates a situation in Fritz Heider which the perceived units(被感知的个体) Das Leben eines Psychologen and the experienced sentiments（所感知 的情绪)co-exist without stress. Kinlnmy
Heider’s Balance Theory • Cognitive Consistency and Mass Communication • Balance theory, which was originated by Heider (1946), analyzes systems consisting of two or three persons (or two persons and an object), with any two of these entities related to each other by either positive or negative sentiments, or not related at all. In brief, there are likely to be either two minus (e.g., "dislike") links or none. • Balance State designates a situation in which the perceived units(被感知的个体) and the experienced sentiments（所感知 的情绪） co-exist without stress
Heider's Balance Theory The FB Cognitive Consistency User's Network and Mass Communication Heider's paradigm focused on two individuals,a person(P), The FB User the object of the analysis, some other person(O), and a physical object, idea,or event(X). Like Branded Content
Heider’s Balance Theory • Cognitive Consistency and Mass Communication • Heider’s paradigm focused on two individuals, a person(P), the object of the analysis, some other person(O), and a physical object, idea, or event(X)