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Congruity
Theory
Congruity
Theory - Overview
Heider's
Balance Theory
Osgood
and Tannenbaum's Congruity Theory
Strengths
and Weaknesses of the Congruity Theory
Glossary
References
Self-test
Figure 1
Congruity
Theory - Overview
All
Consistency Theories are about the relationship of the
thoughts or ideas (“cognitions”) in a person’s mind. The
basic idea is that people prefer harmony, or consistency, in
their thoughts. Furthermore, consistency theories hold that
when we have inconsistent thoughts, this inconsistency (also
called imbalance or incongruity) motivates us to change our
thoughts to restore consistency. For example, if I really like
Michael Jordan, and if I learn that he strongly endorses Nike
athletic shoes (by watching a commercial, for example), then
it is easier or simpler for me if I like Nike shoes too: I
like Mike, Mike likes Nike, I like Nike. Consistent thoughts
like these are usually easier than trying to figure out why I
don’t like something that my basketball hero likes. I can
rationalize disagreements with Michael Jordan, but it is
easier if I don’t have to do so. Inconsistent cognitions
often, but not always, lead to attitude change.
Persuasive messages, in general, try to persuade us to change
our minds or our attitudes (at times they also may try to
strengthen or reinforce our existing attitudes). When a
message disagrees with us (tries to persuade us to change our
minds), there is discrepancy, or a difference, or an
inconsistency, between the message’s position and our
attitudes. If there is a reason to like or agree with the
message (liking for the source of a message, for instance),
that can translate into pressure or motivation to change our
attitude, to bring it in line with the message. Consistency
theories are designed to understand how and when
inconsistencies in our thoughts (“I like Michael Jordan,”
“Michael Jordan likes Nike shoes,” “I don’t like Nike
shoes”) lead to attitude change (“Maybe Nike shoes are
better than I thought”).
Congruity Theory is one of the Consistency Theories of
attitude change. It was developed by Charles Osgood and Percy
Tannenbaum to improve on the first consistency theory, Fritz
Heider’s Balance Theory. In order to understand what
Congruity Theory was trying to do, Heider’s Balance Theory
will be described before moving on to explain Osgood and
Tannenbaum’s Congruity Theory.
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