Balance theory

An attitude change theory that asserts that unbalanced cognitive systems tend to shift toward a state of balance. Balance theory conforms to a basic behavioral principle of cognitive consistency. This principle states that consumers value harmony between their beliefs and evaluations. If one is inconsistent with the other, consumers will change their attitudes to create harmony in their cognitive structure. Research supports the idea that consistency exists between beliefs and brand evaluations. Studies have found a link between brand beliefs and overall evaluations. The result is a balance in beliefs about the information and the object.