social judgment theory-steadman
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Social Judgment TheoryTRANSCRIPT
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The verdict is in…
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We’re learning about
s o c i a l j u d g m e n t
t h e o r y (…curious?)
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Very curious! (can’t you tell?)
Ok then…EXPLAIN!
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Predicts successful persuasion
depending on how the message
is related to a person’s current
beliefs
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Closer
the topic is to
a person’s belief,
the more similar
it will appear than it
actually is Farther the topic is to a person’s belief, the less similar it will appear than it actually is
Assimilation (persuasion)
Contrast Effect (failure to persuade)
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Wow! Now I can persuade him
into buying me that watch I’ve always wanted!
I smell new golf clubs!
Sweet!
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But what exactly
determines their decision?
(Umm…what if you can’t decide!)
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These determine whether a person
will assimilate or contrast a message
Latitude of acceptance: acceptable statements(& own personal belief)Latitude of Noncommitment: neither accepted or rejected statements Latitude of Rejection: rejected statements
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SO WHAT?
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Helps to describe and explain the role of
perception in
persuasion…
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…and is used by many areas of
communication!
Public AddressIntercultural
Public RelationsVisual: advertising
Small Group
Interpersonal
MassPolitical
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GET IT?Umm…..
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GOT IT?
Ughhh…
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GOOD!All ready to
ace this test!
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But, beware!
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I’m here to protect you from the
criticism!
(And I get that I’m not Batman)
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Assumes
clarity of
the
message
Ignores message contentIgnores source
credibility
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Muzafer Sherif, the man behind the theory
One of the major
founders of social
psychology, as well
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Good luck on the final, ya’ll!