Social Judgment Theory Bg

2,872 views

Published on

This is a basic powerpoint show developed to accompany Em Griffen\'s Communication Theory Text

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,872
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
46
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Judgment Theory Bg

  1. 1. Social Judgment Theory Griffen Ch. 14 2009.11.24
  2. 2. Social Judgment Theory Basics: Information from Brad <ul><li>I nternal (mental) processing of a communicated message </li></ul><ul><li>2 functions </li></ul><ul><ul><li>E xplain </li></ul></ul><ul><ul><ul><li>C onditions for attitude change </li></ul></ul></ul><ul><ul><li>Predict </li></ul></ul><ul><ul><ul><li>D irection and extent of change </li></ul></ul></ul>
  3. 3. Basics Continued (p. 183) <ul><li>Present World View </li></ul><ul><ul><li>When a message is seen or heard </li></ul></ul><ul><ul><li>Immediately compared to existing </li></ul></ul><ul><ul><ul><li>Values, beliefs, opinions, experience </li></ul></ul></ul><ul><ul><li>I n relationship to bands of tolerance </li></ul></ul><ul><ul><li>O f similar and differing </li></ul></ul><ul><ul><ul><li>Values, beliefs, opinions, experience </li></ul></ul></ul>
  4. 4. 3 Latitudes <ul><li>Acceptance </li></ul><ul><ul><li>P referred messages </li></ul></ul><ul><li>Rejection </li></ul><ul><ul><li>Offensive messages </li></ul></ul><ul><li>Noncommitment </li></ul><ul><ul><li>I ndifferent messages </li></ul></ul>
  5. 5. AIDS Awareness Poster
  6. 6. AIDS Ribbon in China
  7. 7. AIDS/HIV Messages <ul><li>Acceptance </li></ul><ul><li>Rejection </li></ul><ul><li>Noncommitment </li></ul><ul><li>Attitude structure: location and width of each latitude (p. 183) </li></ul>
  8. 8. Ego Involvement (p. 183-4) <ul><li>Importance of issue/topic to individual </li></ul><ul><li>F avored position [acceptance] anchors all thoughts about topic </li></ul><ul><li>Often: Membership in a group </li></ul>
  9. 9. 3 Features of Ego Involvement (pp. 184-5) <ul><li>No latitude of noncommitment </li></ul><ul><li>Wide latitude of rejection </li></ul><ul><li>High emotional engagement </li></ul>
  10. 10. 2 Processing Errors (pp. 185-6) <ul><li>Contrast </li></ul><ul><ul><li>M essage within latitude of rejection </li></ul></ul><ul><ul><li>Perception of message content pushes it further from anchor point </li></ul></ul><ul><ul><li>L eads to polarization of ideas </li></ul></ul><ul><li>Assimilation </li></ul><ul><ul><li>Message within latitude of acceptance </li></ul></ul><ul><ul><li>Perception of the message pushes it closer to the anchor point </li></ul></ul><ul><ul><li>L eads to confusion about conflict </li></ul></ul>
  11. 11. Attitude Change (pp. 186-7) <ul><li>Message with “latitude of acceptance” </li></ul><ul><ul><li>M easured by distance from anchor point </li></ul></ul><ul><ul><ul><li>P ositive effect </li></ul></ul></ul><ul><ul><ul><li>P artial </li></ul></ul></ul><ul><ul><ul><li>Biggest change </li></ul></ul></ul><ul><ul><ul><ul><li>W ithin latitude of acceptance but far away from anchor point </li></ul></ul></ul></ul>
  12. 12. Attitude Change (pp. 186-7) <ul><li>Messages within the “latitude of rejection” </li></ul><ul><ul><li>M ovement away from the point of view of the message </li></ul></ul><ul><ul><li>Effect against intent to persuade </li></ul></ul><ul><ul><li>Boomerang effect </li></ul></ul><ul><ul><ul><li>W e move against a position in our latitude of rejection rather than toward on in our latitude of acceptance </li></ul></ul></ul>
  13. 13. Practical Advice for Persuader <ul><li>K now audience’s latitude of acceptance </li></ul><ul><ul><li>P ersuade at the edge of the latitude </li></ul></ul><ul><li>Small steps not giant leaps </li></ul><ul><ul><li>W ill take time and repetition </li></ul></ul>

×