Successfully reported this slideshow.
COMM 2378<br />Theories of Communication and Persuasion<br />Social Judgment Theory<br />Le Thanh Phuong 	s3298842<br />Le...
AGENDA<br />Social Judgment Theory<br />Creation<br />The cognitive structure of a person’s attitude<br />Judgment Process...
SOCIAL JUDGMENT THEORY<br />
SOCIAL JUDGMENT THEORYCREATION<br />Muzafer Sherif & Carl Hovland<br />The National Academies Press n.d.<br />The National...
SOCIAL JUDGMENT THEORYCREATION<br />There were no absolute truths. Man is the measure of all things. <br />(Schiappa 1991,...
SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Attitude = single point<br />Latitudes<br />Latitude = the dist...
SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Latitudes<br />Latitude of Acceptance<br />The range of message...
SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Anchor<br /><ul><li>The position that most closely represents <...
Comparison point when we hear discrepant message
Cultural and social formation</li></ul>Video example<br />
SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Ego Involvement:<br />The importance of an issue to a person’s ...
12manage n.d.<br />
SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />1. Judgment Phase<br />Comparing the message to our anchor<br />Locating the m...
SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />*Perceptual distortion errors<br />Contrast:<br />A perceptual error whereby p...
SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />2. Responding phase<br />Shifting our anchor <br />Latitude of Acceptance shi...
SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />Discrepancy = the difference between the position of a message and the listene...
SOCIAL JUDMENT THEORYJUDGMENT PROCESS<br />To change a person’s attitude<br />Disagree ENOUGH to change the audience’s att...
SOCIAL JUDGMENT THEORYAPPLICATION<br />Vietnam’s Government decides to run an anti-smoking campaign to change smokers’ att...
SOCIAL JUDMENT THEORYCRITICS<br />Strengths:<br />SJT helps explain why two different people may perceive a single message...
SOCIAL JUDMENT THEORYCRITICS<br />Weaknesses<br />Assimilation/Contrast is not likely to happen with clear message.<br />E...
Upcoming SlideShare
Loading in …5
×

TCP - Social Judgement Theory

11,457 views

Published on

TCP - Social Judgement Theory

  1. 1. COMM 2378<br />Theories of Communication and Persuasion<br />Social Judgment Theory<br />Le Thanh Phuong s3298842<br />Le Vu Thuy Linh s3274932<br />
  2. 2. AGENDA<br />Social Judgment Theory<br />Creation<br />The cognitive structure of a person’s attitude<br />Judgment Process<br />Critics<br />
  3. 3. SOCIAL JUDGMENT THEORY<br />
  4. 4. SOCIAL JUDGMENT THEORYCREATION<br />Muzafer Sherif & Carl Hovland<br />The National Academies Press n.d.<br />The National Academies Press n.d.<br />Carolyn Sherif<br />Oklahoma State University n.d.<br />
  5. 5. SOCIAL JUDGMENT THEORYCREATION<br />There were no absolute truths. Man is the measure of all things. <br />(Schiappa 1991, cited in Benoit & Benoit 2008)<br />Attitude change will be influenced by cognitive judgment processes in which a proposed position is compared with a person’s existing system of attitudes.<br />(Sherif & Hovland 1961, cited in Miller 2005)<br />
  6. 6. SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Attitude = single point<br />Latitudes<br />Latitude = the distance of a place north or south of the equator, measured in degrees<br />(Oxford Advanced Learner’s Dictionary)<br />
  7. 7. SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Latitudes<br />Latitude of Acceptance<br />The range of message positions that are acceptable or plausible for an listener<br />Latitude of Rejection<br />The range of message positions that a listener actively rejects<br />Latitude of Non-commitment<br />The range of message positions that a listener neither accepts or rejects<br />
  8. 8. SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Anchor<br /><ul><li>The position that most closely represents </li></ul>a person’s point of view<br /><ul><li>In the center of Latitude of Acceptance
  9. 9. Comparison point when we hear discrepant message
  10. 10. Cultural and social formation</li></ul>Video example<br />
  11. 11. SOCIAL JUDGMENT THEORYCOGNITIVE STRUCTURE OF ATTITUDE<br />Ego Involvement:<br />The importance of an issue to a person’s life<br />High ego-involvement<br /> narrow Latitude of Acceptance<br /> wide Latitude of Rejection <br /> extreme position of anchor<br />Low ego-involvement <br /> wide Latitude of Acceptance <br /> high rate of attitude change<br />
  12. 12. 12manage n.d.<br />
  13. 13. SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />1. Judgment Phase<br />Comparing the message to our anchor<br />Locating the message into the latitude zones<br />
  14. 14. SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />*Perceptual distortion errors<br />Contrast:<br />A perceptual error whereby people judge messages that fall within their latitudes of rejection as even further from their anchor than they really are <br />Assimilation:<br />A perceptual error whereby people judge messages that fall within their latitudes of acceptance as even nearer from their anchor than they really are <br />
  15. 15. SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />2. Responding phase<br />Shifting our anchor <br />Latitude of Acceptance shifting along with it<br /> Latitude of Rejection and Non-commitment shifting along with it<br />How much movement?<br />
  16. 16. SOCIAL JUDGMENT THEORYJUDGMENT PROCESS<br />Discrepancy = the difference between the position of a message and the listener’s attitude<br />The greater the discrepancy, the more listeners will adjust their attitudes.<br />(Griffin 2008)<br />The relationship between discrepancy and attitude change is curvilinear.<br />
  17. 17. SOCIAL JUDMENT THEORYJUDGMENT PROCESS<br />To change a person’s attitude<br />Disagree ENOUGH to change the audience’s attitude, without going so far that you offend them<br />Avoid boomerang effect: Attitude change in the opposite direction of what the message advocated<br />Keep in mind!<br />Persuasion process is: <br />Gradual: The only way to get large-scale change is through a series of small, successive movements<br />Social: Influence from friends and family<br />
  18. 18. SOCIAL JUDGMENT THEORYAPPLICATION<br />Vietnam’s Government decides to run an anti-smoking campaign to change smokers’ attitude. You are hired to create a commercial for the campaign <br />Your task:Draft the idea using Social Judgment Theory.<br />Video example 1<br />Video example 2<br />
  19. 19. SOCIAL JUDMENT THEORYCRITICS<br />Strengths:<br />SJT helps explain why two different people may perceive a single message differently.<br />SJT notices the curvilinear relationship between discrepancy and persuasion.<br />SJT includes involvement as an important factor in persuasion.<br />
  20. 20. SOCIAL JUDMENT THEORYCRITICS<br />Weaknesses<br />Assimilation/Contrast is not likely to happen with clear message.<br />Eg: “No texting in class under any circumstances” would be difficult to misinterpret<br />SJT ignores other factors that can affect persuasion.<br />The message content & variables<br />Source credibility<br />
  21. 21. REFERENCES<br />12manage n.d., ‘Social Judgment Process (Sherif)’, image, 12manage.edu, viewed 13 July 2011, <http://www.12manage.com/description_sherif_social_judgment_theory.html>.<br />Benoit, WL & Benoit, PJ 2008, Persuasive Messages: The process of Influence, Blackwell Publishing, USA.<br />Griffin, E 2008, A First Look at Communication Theory, 7th edn, McGraw-Hill, USA. <br />Miller, K 2005, Communication theories: Perspective, processes and contexts, 4th edn, McGraw-Hill, USA.<br />Oklahoma State University n.d., ‘Carolyn Sherif ’, image, Okstate.edu, viewed 13 July 2011, <http://psychology.okstate.edu/museum/women/page2.html>.<br />
  22. 22. REFERENCES<br />Thegauravjain 2008, Smoking – The best ad ever made on anti-smoking, video recording, Youtube, 8 January, viewed 14 July 2011, <http://www.youtube.com/watch?v=p69Q8lTkZTc>.<br />Tibilord 2006, Funny campaign again smoking, video recording, Youtube, 7 November, viewed 14 July 2011, <http://www.youtube.com/watch?v=mz0N-jVrRWU&NR=1>.<br />The National Academies Press n.d., ‘Muzafer Sherif’, image, Nap.edu, viewed 13 July 2011, <http://www.nap.edu/readingroom.php?book=biomems&page=chovland.html>.<br />The National Academies Press n.d., ‘Carl Hovland’, image, Nap.edu, viewed 13 July 2011, <http://www.nap.edu/readingroom.php?book=biomems&page=chovland.html>.<br />

×