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Balance theory
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==Examples== Balance theory is useful in examining how [[Testimonial|celebrity endorsement]] affects consumers' [[Attitude (psychology)|attitudes]] toward products.<ref>John C. Mowen and Stephen W. Brown (1981), "On Explaining and Predicting the Effectiveness of Celebrity Endorsers", in Advances in Consumer Research Volume 08, eds. Kent B. Monroe, Advances in Consumer Research Volume 08: Association for Consumer Research, Pages: 437-441.</ref> If a person likes a celebrity and perceives (due to the endorsement) that said celebrity likes a product, said person will tend to like the product more, in order to achieve psychological balance. However, if the person already had a dislike for the product being endorsed by the celebrity, they may begin disliking the celebrity, again to achieve psychological balance. Heider's balance theory can explain why holding the same negative attitudes of others promotes closeness.<ref name=GC>[[Gary Chartrand]] (1977) ''Graphs as Mathematical Models'', chapter 8: Graphs and Social Psychology, Prindle, Webber & Schmidt, {{ISBN|0-87150-236-4}}</ref>{{rp|171}} See [[The enemy of my enemy is my friend]].
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