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Student CM 380 Social Judgment Theory


Patrice Oppliger

on 8 October 2013

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Transcript of Student CM 380 Social Judgment Theory

Social Judgment Theory
How individuals compare a message (i.e., position) to their beliefs/attitudes/values (i.e., anchor)
Source's positions fall within a receiver's:
Latitude of acceptance
Latitude of rejection
Judgment Distortions
Assimilation: appear closer to a receiver's anchor
Contrast: show opposition is further from a receiver's anchor
Value- Based Debates
*try for incremental changes
Attitude change
Ego involvement
Implications for Communicators:
Message must fall within latitude of acceptance or latitude of noncommitment

Beware boomerang effect
Note politician's vagueness
Gun Debate:
Universal background checks
Assault weapon ban
Limited magazines/clips
Waiting periods
Abortion Debate:
Waiting period
Limit by trimester
Limit by procedure
Parental notification
Full transcript