Who used the concept of 'balance' in his theory of attitude change?

Fritz Heider

The correct answer is Option (2) → Fritz Heider

Fritz Heider introduced the Balance Theory, which explains how people strive for psychological consistency in their attitudes, beliefs, and relationships. According to this theory, individuals feel uncomfortable when there is an imbalance (inconsistency) among their attitudes toward people, objects, or ideas, and they are motivated to restore balance by changing one or more of these attitudes.