Social Judgment/Involvement Theory. This theory of attitude change, developed by
Muzafer Sherif
Sherif and Carl I. Hovland, Sherif created the theory in
1961
as a means to understand the process by which communicators categorize and develop attitudes toward information. The theory has its base in a spectrum of attitudes or beliefs that are accepted, held, or rejected by each of us during communication.
Social Judgment/Involvement Theory. Here I will discuss the audience’s own attitudes and the three latitudes:
acceptance, non-commitment, and rejection
.
The Sherif Social Judgment Theory explains attitude change based on three factors: level of ego-
involvement in an attitude
, direction of attitude held, and nature of the stimulus. … Secondly, for highly involved individuals, the message was discrepant to their prior attitudes.
The social judgment theory states that change is
a judgmental process that depends on the way the persuadee judges the position advocated by the persuasive communication
. … Judgments are obtained based on what we think about the position that is being advocated. All judgments matter, not just the strongest ones.
Social judgment theory claims that an individual’s position on
an issue
depends on three things. First, their anchor, or their preferred position on the issue. In our car example, the anchor would be the person’s current vehicle. … Imagine our Wall Street banker trying to decide whether or not she wants the free car.
Social judgment theory (SJT) is a self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland, defined by Sherif and Sherif as
the perception and evaluation of an idea by comparing it with current attitudes
. … SJT is the subconscious sorting out of ideas that occurs at the instant of perception.
Social Judgement theory states that you have a statement or message and
you accept it or reject it based on your cognitive map
. You accept or reject a message based on one’s own ego-involvement and if it falls within their latitude of acceptance.
What is persuasion theory?
Persuasion Theory is
a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers
.
What is latitude of rejection?
in social judgment theory,
a range of attitudinal positions that a person rejects
. See also latitude of acceptance; latitude of noncommitment.
What is ego involvement in psychology?
the extent to which a task or other target of judgment is perceived as psychologically significant or important to one’s self-esteem
. It is presumed to be a determinant of attitude strength. Also called attitudinal involvement; personal involvement; self-relevance.
What is an anchor opinion when it comes to persuasion?
As Scott Adams defines it in Win Bigly, “An anchor is
a thought that influences people toward a persuader’s preferred outcome
.” Often, anchoring involves starting with a piece of information (e.g., a number), and then adjusting that anchor to get what you’re trying to estimate.
What does ego involvement mean?
Medical Definition of ego-involvement
:
an involvement of one’s self-esteem in the performance of a task or in an object
.
As such, expertise is
a social judgment
—we’re comparing one person’s skill to the skill level of other people in the world.
Is persuasion easy or difficult in Social Judgment Theory does it happen with small or large changes?
Small to moderate discrepancies between our anchor positions and the one advocated will cause us to change; large discrepancies will not. If you think about it, according to the Theory,
persuasion is a very difficult process
.
What is the elaboration likelihood model quizlet?
based on the idea that attitudes are important because attitudes guide decisions and other behaviors
. While attitudes can result from a number of things, persuasion is a primary source. The model features two routes of persuasive influence: central and peripheral.
