SOCIAL JUDGMENT THEORY

Gray LeeCommunications 2010 Clemson University

Social Judgment Theory (SJT)

a persuasion theory using both

verbal and nonverbal

communication to evaluate ideas and

compare it with current attitudes

SJT is used by everyone…even YOU!

At least once in your life someone has persuaded you to change your view or attitude

on something,

and subconsciously you compared that “new” view with

how it would be perceived by the rest of society as well as placing it on your own moral

scale….

By using this simple process, YOU just used the social judgment

theory!

SJT is important to Communication Studies because…

this theory highlights

PROBLEM SOLVING

CONFLICT RESOLUTION

UNDERSTANDING of other people’s

perspectives

&

All of these are the underlying purpose of communication!

a better overall

One main concern about the SJT is that the “new view” a person adopts may not last or may never be accepted by the person you

are trying to persuade. This is an important issue because the overall goal of the SJT is to persuade others to compare and change their views with common attitudes already widely

accepted in society

STILL CONFUSED?

We will practice the SJT with a real life example.

Social Judgment Theory predicts that people hear a message and they immediately decide whether they accept, reject, or remain

non-committed on the message.

Considering the following statements:-Which do you think are accurate

with your personal beliefs? -Which (if any) do you reject?

*Statements will be based on the topic of animal testing.

Animals should be subjected to testing various products before they are put on the market for humans.

Animals should not be used for testing of any kind

because it is inhumane. 2

Animals should only be used to test topical

products such as

makeup or lotions.

Animals definitely should be used for testing because this way we will know the product is safe for

humans to use.

Animal testing should be used only if the public is not fully aware of the treatment

they are receiving.

After reading the previous statements, it should have been easy for you to immediately decide your opinion.

YET…The SJT contends that if someone

could persuade you to consider other information, it is possible your opinion

may change.

( for all you need to know about the

basics of the Social Judgment Theory)