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congruity theory

a cognitive consistency theory that focuses on the role of persuasive communications in attitude change. Congruity theory is similar to balance theory in that it postulates that people tend to prefer elements within a cognitive system to be internally consistent with one another. Accordingly, if the person receiving a persuasive communication has a negative attitude to the content of the message but a positive attitude to the source of the message, or vice versa, then he or she will be motivated to revise both of these attitudes in some degree in order to restore congruity. Congruity theory differs from balance theory in that it takes into account gradations of evaluation of elements and therefore makes more precise predictions regarding the magnitude of change required to restore congruity among elements. [first proposed by U.S. psychologists Charles Osgood and Percy Tannenbaum (1927–2009)]

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Psychology term of the day

December 26th 2024

hierarchical design

hierarchical design

see hierarchically nested design.