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Social Judgment Theory

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Erica Douglas

on 15 February 2014

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Transcript of Social Judgment Theory

An error where people judge messages within their latitude of rejection as further from their anchor than they really are.
Attitude Change
An error where people judge messages within their latitude of acceptance as less discrepant from their anchor than they really are.
Still Confused?
First stage: Judging how close or far a message is from our own anchored position.
Second stage: shifting our anchor in response.

Refers to how crucial an issue is in our lives.
Your favored position on an issue that alters your attitudes.
Social Judgment Theory
Latitude of Acceptance
Latitude of Rejection
Latitude of noncommitment
Latitude of noncomittment is almost nonexistent
Latitude of rejection is wide
Those who hold extreme issues on either side

Low Ego-involvement

According to Sherif and Sherif, the degree of ego-involvement an individual has with an issue can increase the likelihood of an attitude change.
Characteristics of High Ego-involvement
Attitude change in the opposite direction of what the message advocates.
When a message is in our latitude of rejection, we will adjust our attitude away from what the speaker is advocating.
Boomerang Effect
By: Erica Douglas, Kaitlyn Klapatch, Kyle Marcinkiewicz
Three Zones
Advice for the Persuader
Select a message that falls at the edge of their latitude of acceptance.
For a riskier strategy, choose a message that is rather ambiguous.
*Be careful this could backfire!
True conversion from one end of the scale to the other is a very rare phenomenon. This will only happen through small careful movements.
Persuasion is a gradual and social process. An interpersonal bond is ideal.
The Theory Contains:
Practical Utility
Specific Predictions
Explanation of the Process
Quantitative Research
Testable Predictions
The Theory:
Has a very small research base
Doesn't always prove the Boomerang effect
Food for Thought
1. Suppose you find out that the fellow sitting next to you is highly ego-involved in the issue of gun control. Based on social judgment theory, what three predictions about his attitude structure would be reasonable to make?

2. What practical advice does social judgment theory offer if you want to ask your boss for a raise?
Sufficient Sleep
How much sleep should a person get a night?
Alcohol Consumption
What's the norm amount of alcohol consumed at an average party by college students?
According to L. Puleo, in order to persuade an individual you must:
"map" the receivers attitudes on the subject
determine how involved they are in the topic
Full transcript