Social Judgment Theory examines how people evaluate messages or ideas based on their existing views. People have a latitude of acceptance for ideas they agree with, a latitude of rejection for those they disagree with, and a non-committal area in between. High ego-involvement in a topic can lead to errors in judgment as people shift their anchors and assimilate or contrast information to fit their views. To persuade, one should appeal to a person's latitude of acceptance and avoid triggering a boomerang effect. Social Judgment Theory highlights how people judge messages, potential perceptual errors, and strategies for effective persuasion. However, questions remain around the ethics of intentionally manipulating people's views.

1. Chapter 14Social Judgment theory

2. Class Activity: StatementsRead through the statementsUnderline the one statement that most closely represents your point of viewCircle the letters in front of those that you feel are “acceptable”Cross out the letters in front of any you feel are “objectionable” or “unreasonable.” You don’t need to mark every statement

3. Statements (Example)

4. The 3 LatitudesRejectionAcceptanceNon-commitmentClass Activity Cont. – Scale

5. Ego-InvolvementClass: How important is it to you?Three indications of high ego-involvement

6. Triggered Mental Process and Perceptual ErrorsJudging the messageShifting anchorErrorsContrastAssimilation

7. Persuader's Advice Fall on the edge of a person’s latitude of acceptanceBoomerang Effect

8. Concluding PointsQuote3 points Social Judgment Theory makes clear:

9. Is Social Judgment Theory ethical in practice?