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Social Judgment Theory-Steadman


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Social Judgment Theory

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Social Judgment Theory-Steadman

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