Social judgment theory sup nts

Social judgment theory sup nts - CMN 152 Social judgment...

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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 Attitude Discrepancy Between position of message and target’s initial attitude increases. If you really want to persuade someone, you want to pick a position stance that is consistent with the valence, but is as far away from their attitude. Maximize discrepancy. Goal: more + ___________________________________ ___________________________ ________x______________|___________x_______x____________ - M1 M2 + Target’s Initial attitude Social judgments theory is persuasion. Judgment anchor Basic notions of social judgment theory The persuasive effect of a message depends on the way in which the receiver evaluates the position it advocates A person’s attitude serves as a judgmental anchor in encoding attitudinal stimuli 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: The range of positions that the receiver finds acceptable This includes the judgment anchor. Judgmental anchor is something you agree with. Judgment always calls in the latitude of acceptance.
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This note was uploaded on 09/13/2011 for the course COM 152 taught by Professor Mikaylahughes during the Spring '07 term at UC Davis.

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Social judgment theory sup nts - CMN 152 Social judgment...

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