Social Judgment Theory

Griffen Ch. 14

2009.11.24

Social Judgment Theory Basics:Information from Brad

• Internal (mental) processing of a communicated message

• 2 functions– Explain

• Conditions for attitude change

– Predict• Direction and extent of change

Basics Continued (p. 183)

• Present World View – When a message is seen or heard– Immediately compared to existing

• Values, beliefs, opinions, experience

– In relationship to bands of tolerance – Of similar and differing

• Values, beliefs, opinions, experience

3 Latitudes

• Acceptance – Preferred messages

• Rejection– Offensive messages

• Noncommitment – Indifferent messages

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AIDS Ribbon in China

AIDS/HIV Messages

• Acceptance

• Rejection • Noncommitment

• Attitude structure: location and width of each latitude (p. 183)

Ego Involvement (p. 183-4)

• Importance of issue/topic to individual

• Favored position [acceptance] anchors all thoughts about topic

• Often: Membership in a group

3 Features of Ego Involvement (pp. 184-5)

• No latitude of noncommitment

• Wide latitude of rejection

• High emotional engagement

2 Processing Errors (pp. 185-6)

• Contrast – Message within

latitude of rejection – Perception of

message content pushes it further from anchor point

– Leads to polarization of ideas

• Assimilation– Message within

latitude of acceptance– Perception of the

message pushes it closer to the anchor point

– Leads to confusion about conflict

Attitude Change (pp. 186-7)

• Message with “latitude of acceptance”– Measured by distance from anchor point

• Positive effect

• Partial

• Biggest change – Within latitude of acceptance but far away from anchor

point

Attitude Change (pp. 186-7)

• Messages within the “latitude of rejection”– Movement away from the point of view of the

message– Effect against intent to persuade – Boomerang effect

• We move against a position in our latitude of rejection rather than toward on in our latitude of acceptance

Practical Advice for Persuader

• Know audience’s latitude of acceptance

– Persuade at the edge of the latitude

• Small steps not giant leaps

– Will take time and repetition