Social Judgment Theory-Steadman

The verdict is in…

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?)

Very curious! (can’t you tell?)

Ok then…EXPLAIN!

Predicts successful persuasion

depending on how the message

is related to a person’s current

beliefs

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)

Wow! Now I can persuade him

into buying me that watch I’ve always wanted!

I smell new golf clubs!

Sweet!

But what exactly

determines their decision?

(Umm…what if you can’t decide!)

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

SO WHAT?

Helps to describe and explain the role of

perception in

persuasion…

…and is used by many areas of

communication!

Public AddressIntercultural

Public RelationsVisual: advertising

Small Group

Interpersonal

MassPolitical

GET IT?Umm…..

GOT IT?

Ughhh…

GOOD!All ready to

ace this test!

But, beware!

I’m here to protect you from the

criticism!

(And I get that I’m not Batman)

Assumes

clarity of

the

message

Ignores message contentIgnores source

credibility

Muzafer Sherif, the man behind the theory

One of the major

founders of social

psychology, as well

Good luck on the final, ya’ll!