The basic premise of _____ is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.
A) balance theory
B) changing schema-based affect
C) behavioral influence theory
D) social judgment theory
E) elaboration likelihood model

Question

Quizplus · Accepted Answer

Balance theory proposes that people are motivated to maintain perceived consistency in the relations found in their mental systems (e.g. attitudes, beliefs, and behaviors). This theory suggests that individuals strive for balance (or consistency) among their cognitive elements, and they will change their attitudes or beliefs in order to achieve this balance.

The Basic Premise of _____ Is That Consumers Are Motivated