What is balance theory? When do receivers feel out of balance? In what way does understanding this theory help marketers?
What will be an ideal response?
Balance theory is based on the concept that when people like and trust you they are more receptive to what you say and are more likely to be persuaded by your message. Conversely, when people do not like or trust you, they tend to disagree with your message. Receivers can feel uncomfortable, or out of balance, if their sense of like a trust of the sender does not correspond to their impression of the message topic. This theory helps marketers to realize that connectors need to like the communicators who are pitching to them. Good relationships foster balance.
You might also like to view...
Social groups are the hardest SMERFs to identify and target.
a. true b. false
What would be an acceptable goal of the Metropolitan Area Transit Authority, a nonprofit organization, for its new bus and rail service?
a. increase awareness in its target market to 75 percent b. set ridership volumes to provide a 12 percent ROI c. increase expenses to fit budgetary allowances d. gain a larger market share than the for-profit Trip Planner Bus Lines' routes in the area