Balance Theory

Found it especially weird that podcasts advertising Zip Recruiter tend to talk about how they found people to work for them without using Zip Recruiter. We are supposed to believe that even though they did not use it, we should not leave it to chance to find a good employee like they did.

These bothered me for months until I heard it again while reading about Heider’s Balance Theory. (It came up in a discussion with a friend earlier today.) The idea of it is Person likes Other person but has neutral or negative impression of X. This imbalance creates a cognitive dissonance which is resolved by creating a favorable view of X. Person disliking Other person could create a negative view of X. Essentially celebrity endorsements exploit this function of our brains.

Basically, Zip Recruiter paid Malcolm Gladwell to talk about this product on Revisionist History in order to create a cognitive dissonance where I would get a favorable view of their product. Me (Person) liking Malcolm Gladwell (Other) should create a favorable impression of Zip Recruiter (X).

This effect can backfire. If I dislike Zip Recruiter more than I like Gladwell, then I might come to dislike him because of this.

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