Social Judgement Theory (1)

7/29/2019 Social Judgement Theory (1)

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Social Judgement Theory

By: Carolyn Sherif, Muzafer Sherif, CarlHovland


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Social Judgement Theory (SJT)

This theory suggests that understanding apersons attitude or point of view will helpyou to determine how they will feel and actin a circumstance where they are beingpersuaded.

Understanding the persons attitudeconsists of knowing what their preferenceis on the subject, knowing what things theymay accept, and having an idea of what

things they would reject on the subject.


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The theory helps us to better approachthose we are trying to influence or convinceof something, like when is the right timeto do it.

We must also remember that we musthave an idea of their attitude and wherethey stand, along with what things theymay accept and what things they mayreject.

Also it teaches us some factors that couldmake it easier or harder to persuade thetarget.


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Anchor Point

This is our preferred stance on aspecific topic.

The anchor point is where the person

is most satisfied at.


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Attitudes

These are predisposition to respond

made up of what people think, feel

and intend to do.

Attitude can be negative or positive

towards given issues but not all issue

are of equal ofimportance to people,

and attitudes are not always reflectedin behavior.


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Three areas of Attitude

Lati tude of Acceptance- this is arange of ideas that a person finds

acceptable. Anything that a person

would let slide.


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Lati tude of Reject ionis the attitudes

for which you are intolerable about.

The ideas which you are against, or

you disagree with. Attitudes in this

range are usually ones that you know

the person wont put up with. Theyare also the hardest to change.


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Lat itude of Noncomm itment-this isthe range of ideas for which you have

no opinion on. The ideas that you

dont care for are in the latitude of non

commitment.


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Ego-Involvementrefers to how

crucial an issue is in our lives, central

to our well-being, a pre-occupation in

our thoughts defining who we are.Highly ego-involvement-they have a more

intense and passionate stance.


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Contrast and Assimilation

Contrast effector also know as Boomerang

effecthappens when we hit the message into thelatitude of rejection. Since it may the opposite ofwhere the persons anchor point is, the message

will be perceived as even farther away from thelatitude of acceptance than it really is. The personwill overestimate how far this message is fromtheir stance and in turn, they will disregard themessage and will strongly reject it, even more so

than they would have if we would have made themessage fit into their latitude of non commitmentor latitude of acceptance.


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Assim i lat ion effectis the opposite, if we

make a message fall into the persons

latitude of acceptance then they mayperceive it as closer to their anchor point

than it really is. The person minimizes how

far their position is from our persuasive

message. Therefore they are easier to

persuade.


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Critique

Ethical issues.

Most research fails to find boomerang effect andsuggests simply that as messages fall more intolatitude of rejection they become less persuasive.

Strong implications for public speaking.Theory does not deal much with people with lowinvolvement other than to say they have highlatitude of non-commitment and see more grays.

Other sources suggest that they may be moreopen to persuasion on issues about which they donot know much


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In summary, Social Judgement

deals with understanding attitudes,

different factors that influence the

attitudes, what the types of latitudesare, where you may want your

message to land, and what effects

your persuasive message may have.


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The End.

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Social Judgement Theory (1)