Chapters 14, 15, 16

Chapters 14, 15, 16 - Social Judgment Theory Chapter 14...

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Social Judgment Theory Chapter 14
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Attitude General evaluations people hold in regard to themselves, other people, objects, and issues. Capable of influencing or guiding behavioral, affective, and cognitive processes Attitude-behavior correspondence
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Which center circle is bigger?
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Which column is longest?
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Which are the darkest and lightest circles?
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Attitude Zones Latitude of Acceptance : Opinions that one finds acceptable. Latitude of Rejection: Opinions that one finds objectionable. Latitude of Noncommitment: Opinions that one finds neither objectionable nor acceptable.
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Ego Involvement How crucial is an issue in our lives? Do we think about it a lot? Indications of high ego-involvement: When one’s latitude of noncommitment is almost nonexistent. There’s a wide latitude of rejection. Extreme opinions on either side of an issue goes along with high ego involvement.
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Judging the Message: We use our own anchored attitude as a comparison point when we hear a discrepant message. Highly committed people have large latitudes of rejection. Any message that falls within that range will be perceived by them as more discrepant from their anchor than it really is.
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Chapters 14, 15, 16 - Social Judgment Theory Chapter 14...

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