UC Davis - COM 152 - social judgment theory

UC Davis - COM 152 - social judgment theory - CMN 152...

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CMN 152 Social judgment theory Linear discrepancy model of attitude change The greater the distance between an initial position and the position advocated in the message, the greater the attitude change toward the message’s position Discrepancy – is the difference between the target initial attitude and the message being target at that person Basic notions of social judgment theory – thurstone judgments Social judgment theory o The persuasive effect of a message depends on the way in which the receiver evaluates the position it advocates o A person’s attitude serves as a judgmental anchor in encoding attitudinal stimuli o In order to understand a receiver’s reaction to a message concerning an issue it is necessary to understand how the receiver perceives the various positions on that particular issue Attitude structure - Latitude of acceptance o The range of positions that the receiver finds acceptable - Latitude of rejection o The range of positions that the receiver finds unacceptable
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This note was uploaded on 04/18/2008 for the course COM 152 taught by Professor Mikaylahughes during the Summer '07 term at UC Davis.

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UC Davis - COM 152 - social judgment theory - CMN 152...

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