Вы находитесь на странице: 1из 22

Social Judgment Theory

Communication 140: Communication Theories


Presented by: Mary Sofia Olavides
Social Judgement Theory

1) Creation
2) Cognitive Structure of a Person’s Attitude
3) Judgment Process
4) Critics
Class Activity
Read through the statements. Underline the one
statement that most closely represents your
point of view. Circle the letters in front of those
that you feel are “acceptable”. Cross out the
letters in front of any you feel are “objectionable”
or “unreasonable.” You don’t need to mark every
statement.
What is Social Judgement Theory?
Social Judgment Theory

CREATION

Carolyn & Muzafer Sherif

Carl Hovland
Social Judgment Theory

CREATION

There were no absolute truths. Man is the


measure of all things
(Schiappa 1991, cited in Benoit & Benoit 2008)
- this statement is also said by Protagoras. It’s a
Sophist way of thinking.
Social Judgment Theory

COGNITIVE STRUCTURE OF ATTITUDE

Attitude = single point .


LATITUDES .
Latitude = the distance of a place north or south of the equator, measured in degrees

(Oxford Advanced Learner’s Dictionary)


Social Judgment Theory

COGNITIVE STRUCTURE OF ATTITUDE


Latitudes

1) Latitude of Acceptance
2) Latitude of Rejection
3) Latitude of Non-commitment
Social Judgment Theory

COGNITIVE STRUCTURE OF ATTITUDE

Ego Involvement

The importance of an issue to a person’s life


Social Judgment Theory

COGNITIVE STRUCTURE OF ATTITUDE


Ego Involvement:

High ego-involvement:

● narrow Latitude of Acceptance


● wide Latitude of Rejection
● extreme position of anchor

Low ego-involvement

● wide Latitude of Acceptance


● high rate of attitude change
Social Judgment Theory

COGNITIVE STRUCTURE OF ATTITUDE


Anchor

- the position that most closely represents a person’s point of


view.

- in the center of Latitude of Acceptance


Social Judgment Theory

JUDGMENT PROCESS

1. Judgment Process
● Comparing the message to our anchor
● Locating the message into the latitude zones
Social Judgment Theory

JUDGMENT PROCESS
*Perceptual distortion errors

❖ Contrast:
- perceptual error whereby people judge messages that fall within
their latitudes of rejection as even further from their anchor than
they really are
❖ Assimilation
- perceptual error whereby people judge messages that fall within
their latitudes of acceptance as even nearer from their anchor
than they really are
Social Judgment Theory

JUDGMENT PROCESS

2. Responding phase
We tend to shift our anchor

- Latitude of Acceptance shifting along with it


- Latitude of Rejection and Non-Commitment shifting along
with it

HOW MUCH MOVEMENT?


Social Judgment Theory

JUDGMENT PROCESS
Discrepancy = the difference between the position of a message
and the listener’s attitude

The greater the discrepancy, the more listeners will adjust their
attitudes. (Griffin 2008)

The relationship between discrepancy and attitude change is


curvilinear.
Social Judgment Theory

JUDGMENT PROCESS
To change a person’s attitude

Disagree ENOUGH to change the audience attitude, without


going so far that you offend them

Avoid boomerang effect: Attitude change in the opposite


direction of what the message advocated
Social Judgment Theory

CRITIQUE
Strengths:

- helps explain why two different people may perceive a


single message differently
- notices the curvilinear relationship between discrepancy
and persuasion
- includes involvement as an important factor in persuasion
Social Judgment Theory

CRITIQUE
Weaknesses:

- Assimilation/Contrast is not likely to happen with clear


message.
Example: “No texting in class under any circumstances” would be difficult
to misinterpret

- ignores other factors that can affect persuasion such as:


- message content and variables
- source credibility
Social Judgment Theory

References:
http://www.slideshare.net/madmonky/tcp-social-judgement-theory?next_slideshow=1

http://image.slidesharecdn.com/tcp-socialjudgementtheory-110715073652-phpapp01/95/tcp-
social-judgement-theory-10-728.jpg?cb=1310715541

http://image.slidesharecdn.com/socialjudgmenttheory-110217163806-phpapp02/95/social-ju
dgment-theory-5-728.jpg?cb=1297960787