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Social Judgment Theory
Transcript of Social Judgment Theory
the book, "Social Judgment: Assimilation
and contrast effects in communication and
attitude." Matt Frech and Cassie Collins Development of SJT Carl Hovland About the theory..... Latitude of acceptance
Latitude of rejection
Latitude of noncommitment 3 zones that form an attitude Ego-involvement This concept is based on how crucial an issue is in our lives. Ego-involvement High-ego involvement Latitude of non-commitment
is almost nonexistent A wide latitude of rejection High-ego involvement High-ego involvement People that hold extreme opinions on either side of an issue almost always care deeply What happens when we judge a
certain message Contrast: When people perceive a message to be in their latitude of rejection when in reality the message was closer to their anchor point then they had thought. Assimilation: Takes place when a message falls within the latitude of acceptance. It is when you think the message is more similar to you than it really is. Attitude change in the opposite direction of what the message advocates The listener is driven away from the idea opposed to being drawn to the idea Critique: SJT has practical utility
Requires quantitative research
Offers specific predictions Boomerang Effect Sources: Website: http://social-judgment theory.wikispaces.com/ Textbook: A First Look at Communication Theory- Eighth Edition- Em Griffin Website: http://www.muskingum.edu/~psych/psycweb/history/sherif.htm Website: http://www.nap.edu/readingroom.php?book=biomems&page=chovland.html Griffin's Text Division Craig's Seven Traditions Brief Description Scholars Scholars' Disciplines Scientific/Interpretive Key Terms: Objective Socio-psychological Perception and Evaluation of an idea by comparing it with current attitudes Muzafer Sherif and Carl Hovland Experiments Scientific Social judgment-involvement, Latitude
of Rejection,Latitude of Acceptance,
Latitude of Noncommitment, Contrast, Assimilation, Boomerang Effect