OSGOOD’S COGNITIVE THEORY
OSGOOD’S COGNITIVE THEORY The congruity model is a special case of Heider's balance theory. Though similar to balance theory, it deals specifically with the attitudes persons hold toward sources of information and the objects of the source's assertions. Congruity theory has several advantages over balance theory, including the ability to make predictions about both the direction and the degree of attitude change. The congruity model assumes that "judgmental frames of reference tend toward maximal simplicity." Because extreme judgments are easier to make than refined ones, valuations tend to move toward the extremes, or there is "a continuing pressure toward polarization." In addition to this maximization of simplicity, the assumption is also made that identity is less complex than discrimination of fine differences (either-or thinking and categorization). Because of this, related "concepts" are evaluated in a similar manner. In the congruity para...