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Social Judgment Theory-SteadmanPresentation Transcript
The verdict is in…
We’re learning about social judgment theory (…curious?)
Very curious! (can’t you tell?) Ok then… EXPLAIN!
Predicts successful persuasiondepending on how the message is related to a person’s current beliefs
Assimilation (persuasion) Closer the topic is to a person’s belief, the more similar it will appear than it actually is Farther the topic is to a person’s belief, the less similar it will appear than it actually is Contrast Effect (failure to persuade)
Wow! Now I can persuade him into buying me that watch I’ve always wanted! I smell new golf clubs! Sweet!
But what exactly determines their decision? (Umm…what if you can’t decide!)
Latitude of acceptance: acceptable statements (& own personal belief) Latitude of Noncommitment: neither accepted or rejected statements Latitude of Rejection: rejected statements These determine whether a person will assimilate or contrast a message
Helps to describe and explain the role of perception in persuasion…
Political Intercultural Public Address Mass …and is used by many areas of communication! Small Group Public Relations Interpersonal Visual: advertising
GET IT? Umm…..
Ughhh… GOT IT?
GOOD! All ready to ace this test!
I’m here to protect you from the criticism! (And I get that I’m not Batman)
Assumes clarity of the message Ignores message content Ignores source credibility
MuzaferSherif, the man behind the theory One of the major founders of social psychology, as well