Editing Cognitive dissonance (section)

=== Balance theory===
{{main|Balance theory}}
[[Fritz Heider]] proposed a motivational theory of attitudinal change that derives from the idea that humans are driven to establish and maintain psychological balance. The driving force for this balance is known as the ''consistency motive'', which is an urge to maintain one's values and beliefs consistent over time. Heider's conception of psychological balance has been used in theoretical models measuring cognitive dissonance.<ref name="Wagner, D. A. 2014">{{cite thesis |id={{ProQuest|1906281562}} | vauthors = Wagner DA |year=2014 |title=The Marketing of Global Warming: A Repeated Measures Examination of the Effects of Cognitive Dissonance, Endorsement, and Information on Beliefs in a Social Cause }}</ref>

According to balance theory, there are three interacting elements: (1) the self (P), (2) another person (O), and (3) an element (X). These are each positioned at one vertex of a triangle and share two relations:<ref>{{Cite book |volume=8|title=Nebraska Symposium on Motivation |date=1960 |publisher=University of Nebraska Press |isbn=978-0-8032-0601-4 |location=Lincoln |language=en |oclc=10678550 | veditors = Jones MR | vauthors = Heider F |chapter=The Gestalt Theory of Motivation|pages=145–172}}</ref>

:''Unit relations'' – things and people that belong together based on similarity, proximity, fate, etc.
:''Sentiment relations'' – evaluations of people and things (liking, disliking)

Under balance theory, human beings seek a balanced state of relations among the three positions. This can take the form of three positives or two negatives and one positive:

:''P = you''
:''O = your child''
:''X = picture your child drew''
::"I love my child"
::"She drew me this picture"
::"I love this picture"

People also avoid unbalanced states of relations, such as three negatives or two positives and one negative:

:''P = you''
:''O = John''
:''X = John's dog''
::"I don't like John"
::"John has a dog"
::"I don't like the dog either"