Persuasion header image
The Nature of Attitudes and Persuasion

The Yale Approach

Congruity Theory

Cognitive Dissonance Theory

Social Judgment/ Involvement Theory

Information Integration Theory

Theory of Reasoned Action

Elaboration Likelihood Model


Congruity Theory

Congruity Theory - Overview 
Heider's Balance Theory
Osgood and Tannenbaum's Congruity Theory
Strengths and Weaknesses of the Congruity Theory
Figure 1


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Insko, C. (1984). Balance theory, the
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Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning.
Urbana, IL: The University of Illinois Press.

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Tannenbaum, P. H. (1968). The congruity principle: Retrospective reflections and recent research. In R. P. Abelson, E. Aronson, W. J. McGuire, T. M. Newcomb, M. J. Rosenberg, & P. H. Tannenbaum (Eds.) Theories of cognitive consistency: A sourcebook (pp. 52-72). Chicago,
IL: Rand McNally.

Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology Supplement, 9, 1-27.

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