185-6) Contrast M essage within latitude of rejection Perception of message content pushes it further from anchor point L eads to polarization of ideas Assimilation Message within latitude of acceptance Perception of the message pushes it closer to the anchor point L eads to confusion about conflict Īttitude Change (pp. Other better theories come depending on societal changes and might render this theory not useful. The weakness of this social judgment theory’s quality is that it might be difficult to use it in complicated situations such as changing economies. Our level of ego-involvement affects the size of our latitudes. Therefore, social judgment theory is applicable in all fields. When we receive persuasive information, we use our categories of judgment to assess it. The five principles of Social Judgment Theory are: We have categories of judgment by which we evaluate persuasive arguments. 184-5) No latitude of noncommitment Wide latitude of rejection High emotional engagement Ģ Processing Errors (pp. The latitude of rejection are positions which will be actively opposed. 183-4) Importance of issue/topic to individual F avored position anchors all thoughts about topic Often: Membership in a group ģ Features of Ego Involvement (pp. This experiment was designed to explore the internal processes of an individuals judgment, how little it takes for people to form into groups, and the degree to which people within a group tend to favour the in-group and discriminate the out-group. 183) Present World View When a message is seen or heard Immediately compared to existing Values, beliefs, opinions, experience I n relationship to bands of tolerance O f similar and differing Values, beliefs, opinions, experience ģ Latitudes Acceptance P referred messages Rejection Offensive messages Noncommitment I ndifferent messages ĪIDS/HIV Messages Acceptance Rejection Noncommitment Attitude structure: location and width of each latitude (p. Social Judgment Theory Experiment was conducted by Henry Tajfel along with his colleagues.
Social Judgment Theory Basics: Information from Brad I nternal (mental) processing of a communicated message 2 functions E xplain C onditions for attitude change Predict D irection and extent of change īasics Continued (p.
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