The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.

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This statement accurately describes the basic premise of balance theory in consumer psychology. Consumers strive to maintain consistency and balance in their perceptions, attitudes, beliefs, and behaviors to reduce cognitive dissonance and feel a sense of coherence in their decision-making. Balance theory involves analyzing how attitudes and relationships between individuals and products can be structured to achieve a state of balance or imbalance, and how this affects consumer behavior.

The Basic Premise of Balance Theory Is That Consumers Are