The study came to the following findings: First, it was found that our consumers showed significant change in attitude depending upon an experimental variable, i.e. scout of professional soccerplayer Kim nam-il(0.659 before scouted to Incheon United to 1.266 after scouted). Second, this study conducted cross tabulation to compare consumers` pre-transfer attitudes with their post-transfer ones. As a result, it was found that our consumers showed their attitudes changing into balance state based on Heider`s balance theory. Third, this study could verify effects based on balance theory, That is, models corresponding to manpower effects showed higher mean attractiveness than other models. And models corresponding to consensus effect showed higher mean than other models.