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Social Judgment theory

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on 9 February 2016

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Transcript of Social Judgment theory

Muzafer Sherif
University of Oklahoma
Social Psychology
Objectivist

"We weigh every new idea by comparing it with our present point of view."

Attitude is a latitude: an "individual's stand is not represented adequately as a point along a continuum. Different persons espousing the same position may differ considerably in their tolerance around this point."
Ego Involvement
Importance or centrality of an issue to a person's life; often group membership with a known stand.
Ego Involvement
1. It is absolutely essential from all considerations that teachers’ pay should be increased.
2. It almost certain from many angles that teachers’ pay should be increased
3. It is possible that it would be better if teachers’ pay was increased.
4. It is highly probable that things would be better if teachers’ pay was increased.
5. It is difficult to say whether
teachers’ pay should be increased.
6. It is possible that it would be
better if teachers’ pay was
not increased.
7. It is highly probable that
teachers’ pay should not be increased.
8. It is almost certain from most angles that teachers’ pay should not be increased.
9. It is absolutely essential from all consideration that teacher’s pay not be increased.
From Cognitive structure (1)--> Mental Process/Judgment (2)
Two- steps after hear message:

1.) Evaluate Message. Where
does it fall?
2.) Adjust Anchored Attitude
Toward or Away
1.) Evaluating/ Judging the Message: Contrast and Assimilation
**Perceptual Errors occur**

Contrast
: People judge messages that fall within their LOR as
farther from
their anchor than they really are.

Assimilation:
People judge
messages that fall within their
LOA as
less discrepant
from
their anchor than they
really are.
Terms Defined...
Social judgment-involvement
: Perception and evaluation of an idea by comparing it with current attitudes.

Latitude of Acceptance
:
range of ideas one sees as reasonable or worthy of consideration.

Latitude of Rejection
:
range of ideas a person sees as unreasonable or objectionable

Latitude of Noncommitment
:
range of ideas that a person sees as neither acceptable nor objectionable
Social Judgment theory
Example
http://www.dailykos.com/story/2014/09/26/1332511/-Jon-Stewart-slams-Fox-News-Hannity-on-Obama-s-coffee-cup-salute-critique
Ego Involvement
Latitude of
Noncommit-
ment
Latitude
of
Rejection
Example:
It is difficult to say whether Baylor is better than UT.
(Polarizing effect)

Baylor has the best campus in the nation.
(Assimilation)


2.) Discrepancy and Attitude Change
Moving from

1.) Evaluate --> (to)

2.) Adjust Anchored Attitude
(both happen below level of consciousness)
Discrepancy and Attitude Change
If within LOA= Adjust
But this move is PARTIAL
The greater the discrepancy,
the more we adjust
So which message is the
most persuasive?
If within LOR= Move
Away
Boomerang effect
:
listeners are driven away from rather than drawn to a message; high ego involvement
Discrepancy and Attitude Change Cont.
Practical Advice for the Persuader
Give a little before you take
Tread lightly; don't expect success in one-shot attempt
Who are you talking to?
The brilliance of ambiguity
Critique:
Practical Utility
Prediction
Explanation
Simple
Quantitative Research
Testable
Trump on Carly Fiorina:

"When you listen [to her] for more than five minutes, you develop a tremendous headache."

"Look at that face! Would anyone vote for that? Can you imagine that, the face of our next president?! I mean, she’s a woman, and I’m not supposed to say bad things, but really, folks, come on. Are we serious?"
High Ego Involvement can= Low Cognitive Complexity
Full transcript