Self-evaluation maintenance theory refers to discrepancies between two people in a relationship. Two people in a relationship each aim to keep themselves feeling good psychologically throughout a comparison process to the other person. Self-evaluation is defined as the way a person views him/herself. It is the continuous process of determining personal growth and progress, which
Balance Theory is a motivational theory of attitude change proposed by Fritz Heider, which conceptualizes the consistency motive as a drive toward psychological balance. Heider proposed that “sentiment” or liking relationships are balanced if the affect valence in a system multiplies out to a positive result. For example: a Person (P) who likes an Other
Cultivation theory is a social theory which examined the long-term effects of television on American audiences of all ages. Developed by George Gerbner and Larry Gross of the University of Pennsylvania, cultivation theory derived from several large-scale research projects as part of an overall research project entitled ‘Cultural Indicators’. The purpose of the Cultural Indicators
Inoculation Theory was developed by social psychologist William J. McGuire in 1961 to explain more about how attitudes and beliefs change, and more important, how to keep original attitudes and beliefs consistent in the face of persuasion attempts. Inoculation Theory continues to be studied today by communication, social psychology, and social science researchers. The theory
Regulatory Focus Theory (RFT) is a goal pursuit theory formulated by Columbia University psychology professor and researcher E. Tory Higgins regarding peoples’ perceptions in the decision making process. RFT examines the relationship between the motivation of a person and the way in which they go about achieving their goal. This psychological theory, like many others
The theory of reasoned action (TRA), developed by Martin Fishbein and Icek Ajzen (1975, 1980), derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior. The theory was “born largely out of frustration with traditional attitude-behavior research, much of which found weak correlations between
In psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. It was proposed by Icek Ajzen as an extension of the theory of reasoned action. It is one of the most predictive persuasion theories. It has been applied to studies of the relations among beliefs, attitudes, behavioral intentions
Expectancy-value theory was originally created in order to explain and predict individual’s attitudes toward objects and actions. Originally the work of psychologist Martin Fishbein, the theory states that attitudes are developed and modified based on assessments about beliefs and values. Primarily, the theory attempts to determine the mental calculations that take place in attitude development.
Agenda-setting theory states that the news media have a large influence on audiences. In terms of what stories to consider newsworthy and how much prominence and space to give them. Agenda-setting theory’s main postulate is salience transfer. Salience transfer is the ability of the news media to transfer issues of importance from their news media
Self-verification is a social psychological theory that asserts people want to be known and understood by others according to their firmly held beliefs and feelings about themselves, that is self-views (including self-concepts and self-esteem). A competing theory to self-verification is self-enhancement or the drive for positive evaluations. Because chronic self-concepts and self-esteem play an important
