Social Judgment Theory


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Social Judgment Theory

  1. 1. Inked? Again? Really? <br />Guys stop. I can’t help it.<br />Gross. It just got on my little fin. <br />
  2. 2. JUDGMENT…<br />We all deal <br />with it<br />
  3. 3. SOCIAL JUDGMENT THEORY<br />Sounds like it explains a lot of the whole “judgment” issue, doesn’t it? Well, there’s so much more to it!<br />
  4. 4. Social Judgment Theory (SJT) helps predict how successful persuasion will be by relating how close or far the message is to the belief already held by the person you are trying to persuade. <br />
  5. 5. SJT aka Ego-involvement theory. <br />Basically, the more ego-involved one iswith a situation, usually the more knowledgeable in the subject…therefore making the person much harder to persuade.<br />Go on, go on! <br />
  6. 6. SJT is made of <br />2<br />1<br />3<br />important concepts<br />
  7. 7. Everything found not worthy of being acceptable or being fully rejected<br />Latitude of rejection<br />Latitude of acceptance <br />Latitude of noncommitment<br />Everything found acceptable <br />Everything found rejected <br />ACCORDING TO SJT, TO BE A SUCCESSFUL PERSUADER, YOU HAVE TO MAKE AN ARGUMENT THAT APPEALS WITHIN THE PERSON’S LATITUDE OF ACCEPTANCE!<br />PERSUASION IS SOMETHING WE ALL ENCOUNTER. SINCE WE ALL WANT TO BE SUCCESFUL PERSUADERS, SJT IS SUPER IMPORTANT BY HELPING US LEARN NOT ONLY HOW TO BE A STAR PERSUADER, BUT ALSO WHY WE ARE EASILY/NOT EASILY PERSUADED! <br />
  8. 8. The more ego-involved one is<br />The more narrow latitude of acceptance held<br />The wider latitude of rejection held<br />
  9. 9. Assimilation<br />the degree to which the new idea is accepted<br />SJT’s connection to persuasion<br />Anchor <br />beginning position held about the subject<br />Contrast effect<br />Contrasting belief compared to our own, leading to failed persuasion<br />
  10. 10. Based on the concept of assimilation, if you told Muffy that life with possible parole (#7) should be what is done with murderers, since it is close to her anchor, she will see it as closer to her own belief and will more easily accept it with persuasion. <br />EXAMPLE?<br />ANCHOR<br />
  11. 11. Based on the concept of contrast effect, if you told Mort that a slap on the wrist (#2) is what should be done with murderers, it would be very hard to persuade him due to it being so far from Mort’s anchor.<br />EXAMPLE?<br />ANCHOR<br />
  12. 12. Гм ... наанглийскомязыкетеперь, пожалуйста? ...<br />Um ... en Inglésahora, por favor? ...<br />Um ... imBéarla le do thoilanois? ...<br />ええと...英語で現在してください!...<br />Euh ... en anglaismaintenants'ilvousplaît? ...<br />Um ... in ingleseora per favore? ...<br />Um…in English now please?...<br />
  13. 13. Let’s looks at an example…<br />
  14. 14. Everyone meet Bruce<br />Everyone meet Bruce<br />“Hi Bruce”<br />“Hi Bruce.”<br />
  15. 15. Bruce is given a fish to eat & is told that it weighs 15 pounds.<br />
  16. 16. After the 15 lb. fish (the ANCHOR), he is then thrown a bag of fish to eat that is 25 pounds and then one that is 60 pounds. <br />(he wasn’t told the weight of the last two bags but is told to guess)<br />
  17. 17. According to SJT, Bruce would guess that the 25 lb. bag of fish weighs about the same as the 15 lb. fish (or close).<br />On the other hand, when guessing the weight of the 60 lb. bag of fish, Bruce would guess it to be much heavier than it really was.<br />Because it is closer to his anchor and his latitude of acceptance!<br />Because it is farther away from his anchor and latitude of acceptance!<br />
  18. 18. Remember the 3 important concepts of SJT mentioned earlier?! <br />DO YA? DO YA?<br />
  19. 19. These relate to Bruce’s situation <br />HOW?!<br />Latitude of acceptance <br />Latitude of rejection<br />25 lb. bag <br />60 lb. bag <br />15 lb. bag = Bruce’s anchor<br />
  20. 20. The same goes for everyday persuasion. The closer the argument is to the belief of the one being persuaded, the easier it will be to persuade them.<br />
  21. 21. m a king<br />sense<br />I hope!?<br /> We’re almost don’e! I promise!<br />
  22. 22. In a persuading situation, SJT says that a person basically hears the argument and involuntarily makes an immediate decision based on how the individual already feels about that topic. <br />Different persuasion techniques are effective with different people.<br />
  23. 23. Other influences on the success of persuasion are: <br />Past experiences with the situation <br />Ex: using models that are only size 0. Is that really what is wanted or is it just assumed because that is what is more commonly seen? <br />Who would more likely have a stronger argument on teasing?<br />Majority misconceptions<br />Group formation<br />Ego-Involvement<br />This is the range of acceptance one holds. The more involved with a situation, the more one is ego-involved.<br />One will be more easily persuaded by one in the “same group” as themselves.<br />
  24. 24. How big of a part does ego-involvement really play in persuasion being successful or unsuccessful?<br />How is persuasion being studied? – as an influence on attitude CHANGE or attitude FORMATION? <br />What exactly is considered attitude change? To some, it is a complete change of the position held, but to some, it is ANY change (even if only a slight change) to how the person originally saw the situation. <br />Criticism? <br />With the latitudes of acceptance and rejection being different for everyone, it is questioned as to how precise the reliance on these latitudes is when trying to persuade. It is hard to know whether appealing to these latitudes are truly making a majority of the success in persuasion due to not being able to totally confirm whether the width of the latitudes is due to the individual person or to the topic the persuasion is dealing with. <br />
  25. 25. Helpful to…<br />Electronic Media<br />Political Communication<br />Public Address <br />Public Relations<br />Intercultural Communication<br />Anyone trying to persuade at some point in life…which is <br />EVERYONE!<br />
  26. 26. You did it!!THE END! <br />Good luck on exams!<br />