An empirical examination of attitude consistency in complex cognitive structures

Abstract

Though much consideration has been given to the problem of cognitive consistency in simple, triadic structures, very little empirical work has been done with complex cognitive structures. The formulations about structural balance first outlined by Cartwright and Harary are examined and the predictions stemming from their model are applied to an empirical case study. Subjects were measured on their orientations toward four value statements. They were then shown the orientations toward these same value statements by fictitious other students toward whom they were then asked to indicate their orientations. The results indicated that the structural balance model predicted effectively for cases where maximum balance would result from a positive orientation of the Subject to his paired Other; but results failed to support the model where negative attraction was predicted. The results are discussed in relation to the theoretical difference between F Heider and T. M. Newcomb over the effects of negative attraction.