Social Judgment Theory

THEORY BY MUZAFER SHERIF

Social Judgment Involvement

Perception and Evaluation of an idea

A. All babies are beautiful. B. Abortion clinics should be banned. C. Everyone who works at an abortion clinic is going to hell. D. Abortion clinics help mothers- to- be out of a crisis situation. E. Every woman should have the right to choose what she does with her pregnancy. F. Support Life.

Three Latitudes

Acceptance
Preferred Message

Noncommitment
Indifferent Message

Rejection
Offensive Message

Ego Involvement

How Crucial is the issue in our lives?

C O G N I T I V E M A P

Latitude of Latitude of Acceptance Rejection

Latitude of NonComitment

This would be what the map inside your mind would look like if you had a high Level on NonCommitment

Ford Pinto Study

Study Conducted Fifty University Students were selected Those who were in the market to buy Reversal Effect

Social Judgment using persuasion to change point

of view

References

Dolich, Ira J. & Newman, Larry M., 1979, An Examination of Ego-Involvement as a Modifier of Attitude Changes Caused from Product Testing, Examination Advances in Consumer Research, Volume. 6, p. 180-183, Retrieved from EBSCO host database Griffin, Em, 2012, Communication A First Look at Communication Theory, New York , New York ; McGraw Hill

YouTube, 2009, Blind Side, http://youtu.be/hFCxpV9yhWs