Topic: Attitude Change Theories

Consumer Behavior, MM-3201

Balance Theory Balance theory considers relations among elements a person might perceive as belonging together. This perspective involves relations among three elements, so the resulting attitude structures are called triads. Each triad contains: 1. A person and his/her perceptions of 2. An attitude object and 3. Some other person or object.

These perceptions can be either positive or negative. More importantly, people alter these perceptions in order to make relations among them consistent. The theory specifies that people desire relations among elements in a triad to be harmonious or balanced. If they are not, a state of tension will result until somehow perceptions are changed and balance is resorted. Elements can be perceived as going together in one of two ways: They can have either a unit relation, in which one element is seen as somehow belonging to or being a part of the other, or a sentiment relation, in which the two elements are linked because one has expressed for the other.

Limitations of Balance theory 1. Model is incapable of handling more than one triad at a time (not complex psychological relationships) 2. Only one element of the triad is assumed to change (not several elements) 3. No provision for the degree or strength of the attitudes 4. No clear indication of how balance will be restored (which element will change).

Attribution Theory Attributions - are the reasons we give for our own and others behaviors. People are motivated to understand the causes of behavior. Attribution theory attempts to explain how people assign causality (e.g., blame or credit) to events on the basis of either their own behavior or the behavior of others. Fritz Heider argued that there are two general types of attributions that people make:

Personal attributions- Explanations in terms of personal characteristics. E.g.: 1. He scored well on the exam because he is smart 2. She tripped because she is clumsy.

Situational attributions- Explanations in terms of situational factors. E.g.: 1. He scored well because it was an easy test. 2. She tripped because a squirrel ran in front of her.

Fundamental Attribution Error The Fundamental Attribution Error is that we overestimate the power of the person and underestimate the power of the situation. People make the fundamental attribution error because situation is not salient when people make attribution for the behavior of others, but the situation is salient when making attributions

for ones own behavior. Thus, people are more inclined to take the situation into account when explaining their own behavior. People do not make objective situational/ personal attributions for their successes to dispositional factors and their failures to situational factors. For e.g.: 1. I did well on test because I am smart. 2. I did poor on the test because I didnt get enough sleep.

Kelley argued that people take three factors into account when making a personal vs. situational attribution:

Consistency Distinctiveness Consensus

If consistency is high, and distinctiveness / consensus are low, then a personal attribution is more likely. If consistency is high, and distinctiveness / consensus are also high, then a situational attribution is more likely.