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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
Glossary
assertion constant: tendency for attitudes toward objects to change more
than attitudes toward message sources
balance: cognitions (thoughts) that are consistent with
each other
congruity: cognitions (thoughts) that are consistent
with each other
correction for incredulity: tendency for people to
reject messages that sources are unlikely to have said
discrepancy: inconsistency, usually between a message
and an attitude
imbalance: inconsistent cognitions (thoughts)
incongruity: inconsistent cognitions (thoughts)
perceiver: the person who is experiencing balanced or
imbalanced cognitions
triad: relationship of Perceiver (P), Other (O), and
Attitude Object (X) in Balance Theory; sometimes referred to
as POX triad
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