1. Social Judgement Theory
- Sherif & Sherif
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2. 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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3. 2. Description of Attitudes
Latitude of acceptance
Latitude of rejection
Latitude of noncommitment
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4. 3. Ego-involvement Greater involvement Less involvement
greater latitude of rejection
smaller latitude of NC
less persuadable
Less involvement
higher latitude of NC
more persuadable
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5. 4. Assimilation & Contrast Effects
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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6. 5. Implications Targeting messages becomes extremely important
Need clear audience analysis
Use a process approach to persuasion
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7. 6. Critique Why do we distort? Can we really order our preferences?
Measurement is difficult
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