Social Judgment Theory

Knowledge Center



Summary, forum, best practices, expert tips and information sources.

 

Social Judgment Theory (Sherif)Definition Social Judgment Theory? Meaning.

Social Judgment Theory is a communication model that explains when a persuasive communication messages is most likely to result in attitude change. The theory specifies the conditions under which this change takes place and predicts the direction and extent of the attitude change.


The Social Judgment Theory was formulated by Muzafer Sherif in 1961 and explained in numerous of his publications and books. The theory it is also known as Latitude of Acceptance and Rejection. The same concept has been lately argued also by Donald Granberg in his 1982 book “Social Judgment Theory”, and by Em Griffin in his 1991 book “A First Look at Communication Theory”.


The theory proposes the idea that persuasion is a stepwise process. The first step involves individuals hearing or reading a message and immediately evaluating where the message falls within their own position (Level of Ego-Involvement) and in what latitude. The final step involves individuals adjusting their particular attitude either toward (assimilation effect) or away (contrast effect) from the message they heard.


The aim of the theory is to explain how attitudes (the stands the individual upholds and cherishes about objects, issues, persons, groups, or institutions) may change in the communication process, as are also Balance Theory and Congruity Theory. According to Sherif, the attitude change will be less likely to occur if the gap, between an attitude a person already has and the attitude advised by the message, is big. The theory holds that any person hearing a message will position it on an attitude scales based on his personal judgment. The attitude scale is pre-set in our mind prior to receiving the message and it is composed by three different zones.

  1. Latitude of Acceptance. Comprised of the range of positions a person is ready to accept or agree. They tend to remain in that area due to the assimilation effect.
  2. Latitude of Non-Commitment. It contains the range of ideas and opinions neutral or indifferent to the individual's mindset. Messages falling within this latitude are the ones most likely to achieve the desired attitude change.
  3. Latitude of Rejection. In this area fells all ideas and opinions which an individual finds objectionable (unacceptable). The greater the rejection latitude, the more involved the individual is in the issue and thus will be harder to persuade. Due to the contrast effect idea present in this area tend to be perceived as more hostile then they really are. Attitude change is therefore unlikely.

One interesting consequence of the continuum created by this 3 latitudes is that even though two people may seem to hold identical attitudes, their “most preferred” and “least preferred” alternatives may differ. Someone’s attitude on an issue can not be summed up with a single point but instead consists of varying degrees of acceptability for discrepant positions. A listener's latitude of acceptance can be stretched by a credible speaker (see also: Balance Theory). And finally, when you'd like to change the attitude of a person or a group or an audience, aim for their latitude of non-commitment and certainly avoid their latitude of rejection.


Special Interest Group

Sign up

Social Judgment Special Interest Group.



Special Interest Group (93 members)

Forum

Sign up

Forum about Social Judgment.


🔥 NEW Quotes on Social Judgment. Quotations
Hi, do you know of a remarkable, humorous quote by a famous person or a proverb related to the way people make social ju (...)
2
 
2 reactions
 
Best Practices

Sign up

The top-rated topics about Social Judgment. Here you will find the most valuable ideas and practical suggestions.


Expert Tips

Sign up

Advanced insights about Social Judgment. Here you will find professional advices by experts.


Social Persuasion: Determining the Potential of Social Influencers

Social Media Marketing, Social Influence, Opinion Leadership
Which consumers are best able to influence others in social groups? What characteristics and what factors identify those (...)
   
 
 
 
Information Sources

Sign up

Various sources of information regarding Social Judgment. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


Attitudes: Definition, Functions, Models and Application to Business and Marketing

Attitudes
This presentation elaborates on the concept and models related to attitudes, including the following sections: 1. What (...)
 
 
 
 

Introduction Into Social Judgment Theory

Social Judgment Theory, Persuasion, Attitude Change
Presentation that gives an introduction into the Social Judgement Theory. The presentation includes the following files: (...)
 
 
 
 
NewsVideosPresentationsBooksMore


Compare with: Cognitive Dissonance  |  Congruity Theory  |  Employee Attitude Survey  |  Theory of Planned Behavior  |  Changing Organization Cultures  |  Appreciative Inquiry  |  Hawthorne Effect  |  Coaching  |  Mentoring

Special Interest Group Leader

Are you an expert in Social Judgment? Sign up for free

Link to this knowledge center

Copy this code to your web site:

 
 

Return to Management Hub: Communication & Skills  |  Marketing


More on Management  |  Return to Management Dictionary  | 

 

This ends our Social Judgment Theory summary and forum.



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2020 12manage - The Executive Fast Track. V15.6 - Last updated: 4-12-2020. All names ™ of their owners.