Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to a marketing strategy

Question

What will be an ideal response?

Answer 1

The elements of a triad in balance theory are 1. a person and his or her perception of 2. an attitude object and 3 . some other person or object.
These perceptions can be either positive or negative. The theory specifies that people desire relations among elements in a triad to be harmonious or balanced. If they are not, a state of tension will result. People will somehow alter these perceptions in order to make them consistent and to restore balance. Elements can be perceived as belonging together in one of two ways:
-Unit relation, in which one element is seen as somehow belonging to our being part of another element.
-Sentiment relation, in which two elements are linked because one has expressed a preference (or dislike) for the third.
Applications to marketing strategy could include the following:
-Forming a perception of a unit relation between consumers and usage of a product to create the opportunity for developing new sentiment relations.
-Creating a sentiment relation between consumers and products by depicting unit relations between product and celebrity endorsers.