Schedule for Today Presentation -Social Judgment Theory Presentation -Social Judgment Theory Discussion – Social Judgment Theory Discussion – Social Judgment Theory Presentation/Discussion – Cognitive Constancy Theories Presentation/Discussion – Cognitive Constancy Theories

Key Points People with high ego-involvement have a narrow latitude of acceptance, a strong anchor point and a large latitude of rejection. People with high ego-involvement have a narrow latitude of acceptance, a strong anchor point and a large latitude of rejection. Latitude of Rejection ANC

Ego-Involvement The issue is important to you. The issue is important to you.

Anchor Point The central point of your belief system about anything. It is your anchor. The central point of your belief system about anything. It is your anchor. A strongly held belief will have a large anchor. A strongly held belief will have a large anchor. A weakly held belief will have a small anchor. A weakly held belief will have a small anchor.

Key Points People with low ego-involvement have a wide latitude of non-commitment. People with low ego-involvement have a wide latitude of non-commitment. Latitude of Non-Commitment A R

Key Points People with moderate ego-involvement have a more evenly distributed latitudes. People with moderate ego-involvement have a more evenly distributed latitudes. NC A R

Key Points People with an open mind have a broad latitude of acceptance. People with an open mind have a broad latitude of acceptance. Latitude of Acceptance R NC

Why is this important? Because our best chance for affecting attitude shift is to present information that is as discrepant as possible with their anchor while being in their latitude of acceptance. Because our best chance for affecting attitude shift is to present information that is as discrepant as possible with their anchor while being in their latitude of acceptance. ANCR

A little is better than none An incremental change may be the best we can get at any one time, but over time we may see a more prominent shift. An incremental change may be the best we can get at any one time, but over time we may see a more prominent shift. ANCR

Other Key Points A highly credible speaker will stretch a person’s latitude of acceptance. A highly credible speaker will stretch a person’s latitude of acceptance. Focus on the other person’s point of view rather than just what you want to say. Focus on the other person’s point of view rather than just what you want to say. Be satisfied with what CAN be done. Be satisfied with what CAN be done.

Cognitive Constancy Theories Cognitive Dissonance Cognitive Dissonance Balance Theory Balance Theory Congruity Theory Congruity Theory Rokeach’s Value Theory Rokeach’s Value Theory

Cognitive Dissonance Theory Based on the belief that we have a drive for lack of cognitive dissonance. Based on the belief that we have a drive for lack of cognitive dissonance. In other words, we want consistency between our beliefs and our actions. In other words, we want consistency between our beliefs and our actions. We also want consistency between our beliefs. We also want consistency between our beliefs.

We seek to avoid dissonance Surround ourselves with people of the same attitudes. Surround ourselves with people of the same attitudes. Selective exposure to information that supports our beliefs. Selective exposure to information that supports our beliefs.

What if we can’t avoid it? If we have psychological inconsistency involving behavior, we either have to change our attitude or our behavior. If we have psychological inconsistency involving behavior, we either have to change our attitude or our behavior. Change will occur in whichever has the weakest resistance to change. Change will occur in whichever has the weakest resistance to change.

Or... We can trivialize or minimize the transgression (only if we have high self- esteem) We can trivialize or minimize the transgression (only if we have high self- esteem)

What if we can’t avoid it? If we have psychological inconsistency involving cognitions, we either have to change our attitude or change the weight of one of the cognitions. If we have psychological inconsistency involving cognitions, we either have to change our attitude or change the weight of one of the cognitions.

How does this pertain to us? We can create dissonance to induce a behavior shift (but that does not ensure an attitude shift) We can create dissonance to induce a behavior shift (but that does not ensure an attitude shift)

Other Options We can become a credible person in a person’s life and suggest incremental change We can become a credible person in a person’s life and suggest incremental change How does this relate to Social Judgment Theory? How does this relate to Social Judgment Theory?

Other theories Balance theory Balance theory Congruity Theory Congruity Theory Rokeach’s Value Theory Rokeach’s Value Theory