Brown
Brandon M. Brown
Professor Williams
Marketing 2372
8 October 2017
Balance Theory
In this essay my objective will be define the term “balance theory” and explain how it ties
to business marketing. I will explain the function of balance theory and its use. I will also explain
how it can be used to explain the effectiveness of celebrity endorsers in changing consumers’
attitudes in the marketplace in relation to products, goods, or services.
The balance theory is based on another theory or principle. The “consistency principle” a
principle that suggest that the human race “prefers consistency among their beliefs, attitudes, and
