Social Judgement Theory
- Sherif & Sherif
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1. Assumptions
Attitudes are not well described by a
single point on a scale
Persuasion is viewed differently,
depending on how extreme the appeal is
We can order our attitudes
Judgmental effects mediate attitude
change
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2. Description of Attitudes
Latitude of acceptance
Latitude of rejection
Latitude of noncommitment
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3. Ego-involvement
Greater involvement
greater latitude of rejection
smaller latitude of NC
less persuadable
Less involvement
higher latitude of NC
more persuadable
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4. Assimilation & Contrast
Effects
Assimilation
Fine distinctions are not made
To change attitudes, aim at extreme
boundary of latitude of acceptance
Contrast
Boomerang effect
Exaggerate differences
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5. Implications
Targeting messages becomes extremely
important
Need clear audience analysis
Use a process approach to persuasion
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6. Critique
Why do we distort?
Can we really order our preferences?
Measurement is difficult
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