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Social Judgement Theory

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Lauren Melser

on 8 October 2012

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Transcript of Social Judgement Theory

By: Lauren Melser and Olivia Ortmann The Social Judgement Theory SOCIAL JUDGEMENT THEORY -Effectiveness of persuasion is dependent on someone’s ego-involvement or importance of the issue to them. - Ego- involvement refers
to how crucial an issue is
in our lives. - Contrast takes place when a message falls within
someone’s latitude of rejection. CONTRAST AND ASSIMILATION -The greater the discrepancy,
the more hearers will adjust their attitudes. Attitude Change Persuasion is a social process -perception and evaluation
of an idea by comparing it with
current attitudes. Three Latitudes 1. acceptance
2. rejection
3. non-commitment
1. People who don’t care about an issue usually have a wide latitude of non-commitment.
2. A wide latitude of rejection is a typical sign of high ego-involvement.
3. Extreme positions and high ego-involvement go together. -Three features connected with high ego-involvement: - Assimilation takes place when a message falls
within someone’s latitude of acceptance. -Once a message is presented and we accept it, we will adjust our attitude
somewhat, in a positive but partial way. -Muehlhoff and Lewis state in their book, Authentic Communication, that
“Moving along the theoretical latitudes of rejection or acceptance takes
time, but is most certaintly is progressive.” -If we’ve judged a message to be within our
latitude of rejection, we will adjust our attitude,
but in this case, away from what we think the
speaker is advocating.
(Boomerang effect) - Sherif quotes that, “most dramatic cases of attitude
change, the most widespread and enduring, are
those involving changes in reference groups
with differing values.” -Reference groups are groups that members use
to define their identity. 1. Practical and useful
2. Makes predictions
3. Offers Explanation
4. Simple
5. Quantitative
6. Testable CRITIQUE -As an objective theory, social-judgment theory is: Room for improvement 1. Unclear about what people do when a
message falls within their latitude
of non-commitment.
2. Does not give room for exceptions. Fletcher, Leon . HowTo Design and Deliver a Speech, fourth ed. Harper and Row Pub. New York 1990
<http://zimmer.csufresno.edu/~johnca/spch100/persuasion.htm>. WORK CITED Griffin, Em. A Firtst Look at Communication Theory. 8th ed. New York: McGraw-Hill, 2012. 194-203. Print.

Muehlhoff, Tim, and Todd Lewis. Authentic Communication. Downers Grove, IL: InterVarsity Press, 2010.
88-89. Print. Sherif, Carolyn W, Muzafer Sherif, and Roger E. Nebergall. Attitude and Attitude Change: The Social Judgment-Involvement Approach. Philadelphia: Saunders, 1965. Print.

Sherif, Muzafer, and Carl I. Hovland. Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change. New Haven: Yale University Press, 1961. Print. Created by: Muzafer Sherif
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