Social Judgment Theory

Chapter 14

1. SOCIAL JUDGMENT SOCIAL JUDGMENT
THEORYTHEORY
Muzafer SherifMuzafer Sherif

2. AttitudesAttitudes
Attitudes are “predispositions to respond” Attitudes are “predispositions to respond”
made up of what people think, feel, and made up of what people think, feel, and
intend to do”intend to do”
Attitudes can be positive or negative Attitudes can be positive or negative
towards given issues towards given issues butbut
not all issues are of equal not all issues are of equal importanceimportance
to people, to people,
and attitudes are not always reflected in and attitudes are not always reflected in
behaviorbehavior

3. Three Attitude ZonesThree Attitude Zones
►For Shafic, attitudes are For Shafic, attitudes are clustersclusters of beliefs of beliefs
►People compare messages with their People compare messages with their
present point of view, and their existing present point of view, and their existing
points of view are greatly influenced by points of view are greatly influenced by
group membership group membership
►Messages fall into ranges of attitude or Messages fall into ranges of attitude or
latitudeslatitudes of: Acceptance Rejection or Non- of: Acceptance Rejection or Non-
commitment (undecided, no opinion)commitment (undecided, no opinion)

4. Ego-InvolvementEgo-Involvement
►The more that one has invested in an issue, The more that one has invested in an issue,
position, stand, opinion etc. the more “ego-position, stand, opinion etc. the more “ego-
involved” one is, and the more one’s involved” one is, and the more one’s
attitude is ANCHORED. attitude is ANCHORED.
►Ego-involvement refers to how crucial an Ego-involvement refers to how crucial an
issue is in our lives, central to our well-issue is in our lives, central to our well-
being, a preoccupation in our thoughts, being, a preoccupation in our thoughts,
defining who we aredefining who we are

5. High Ego-InvolvementHigh Ego-Involvement
People who have high ego-involvement in an People who have high ego-involvement in an
issue tend to have:issue tend to have:
nonexistent latitude of non-commitmentnonexistent latitude of non-commitment
wide latitude of rejectionwide latitude of rejection
black and white views about the issueblack and white views about the issue
extreme positions, passionately heldextreme positions, passionately held
little tolerance for diversitylittle tolerance for diversity

6. Being PersuadedBeing Persuaded
InvolvesInvolves
(1) hearing the message and evaluating (1) hearing the message and evaluating
where it falls in relation to one’s own where it falls in relation to one’s own
(ANCHORED) position (judgment)(ANCHORED) position (judgment)
(2) adjusting one’s attitude toward or away (2) adjusting one’s attitude toward or away
from the messagefrom the message

7. CONTRAST AND ASSIMILATIONCONTRAST AND ASSIMILATION
►ContrastContrast occurs when one sees a message in the occurs when one sees a message in the
latitude of rejection as falling further away from latitude of rejection as falling further away from
one’s anchored position than it really is. A one’s anchored position than it really is. A
persuasive message that falls into the latitude of persuasive message that falls into the latitude of
rejection, therefore, “boomerangs.”rejection, therefore, “boomerangs.”
►AssimilationAssimilation occurs when one sees a message in occurs when one sees a message in
the latitude of acceptance as falling closer to one’s the latitude of acceptance as falling closer to one’s
anchored position than it really is. anchored position than it really is.

8. Maximum InfluenceMaximum Influence
►Max influence achieved when persuasive message Max influence achieved when persuasive message
falls falls just withinjust within receiver’s latitude of acceptance. receiver’s latitude of acceptance.
►Effective persuasion is often a Effective persuasion is often a gradualgradual process process
consisting of small movements.consisting of small movements.
►It is also It is also socialsocial. Messages from highly trusted, . Messages from highly trusted,
credible people stretch latitude of acceptance.credible people stretch latitude of acceptance.
►AmbiguousAmbiguous messages may have more chance of messages may have more chance of
falling into latitude of acceptancefalling into latitude of acceptance
►Most dramatic/enduring attitude changes occur Most dramatic/enduring attitude changes occur
with changes in reference groupwith changes in reference group
►Some people are dogmatic on most issuesSome people are dogmatic on most issues

9. CritiqueCritique
►Ethical issuesEthical issues
►Most research fails to find boomerang effect and Most research fails to find boomerang effect and
suggests simply that as messages fall more into suggests simply that as messages fall more into
latitude of rejection they become less persuasivelatitude of rejection they become less persuasive
►Strong implications for public speakingStrong implications for public speaking
►Theory does not deal much with people with low Theory does not deal much with people with low
involvement other than to say they have high involvement other than to say they have high
latitude of non-commitment and see more grays.latitude of non-commitment and see more grays.
►Other sources suggest that they may be more Other sources suggest that they may be more
open to persuasion on issues about which they do open to persuasion on issues about which they do
not know muchnot know much