Social Judgement Theory

Social JudgementTheory

Sherif, M., & Hovland, C. I. (1961). Social judgment: Assimilation and contrast effects in communication and attitude change.

Social Judgement Theory

A Self-Persuasion Framework

What is it?

Social Judgement Theory (SJT) is a framework that helps public speakers shape their persuasive message. Specifically it is critically thinking about audience attitudes and how the audience will react to the speaker's message. It helps to explain why some arguments may fall flat even if it seems to have credible arguments.

The next screen is an index identifying the different parts of the framework. Click on each part to review what it is and how it applies to persuasive speaking.

Social Judgement Theory

The Framework

Message

Latitude of Non-Commitment

Latitude of Rejection

Latitude of Acceptance

SCENARIOS

01

The Message

The Thesis and Content of Your Persuasive Argument

The message is the heart of your entire speech! It is the point that you are trying to make. It should be something that you are passionate about! When you craft your message, you should think about the different arguments you want to convey. However, keep in mind that your audience may not agree with you, so you will have to decide how to craft your message to not only suit the audience, but to PERSUADE the audience.

01

The Latitude of Rejection

Your audience attitudes do not reflect your argument

You can have the most well-reasoned arguments, the most credible sources, and sometimes even visible evidence....and your audience will still reject it. This is the latitude of rejection, and ultimately you will be unable to persuade this audience because their attitudes do not match with the argument. Maybe one day they will change their mind...but today is not this day!

01

The Latitude of Non-Commitment

The Magical Sweet Spot

In order to truly persuade an audience, you need to craft your message to audience that is non-commited in their attitudes. Perhaps they have their opinions on the subject, but with the right facts and arguments, their opinion could change. They are the most open to hearing you speak, and the most likely to be persuaded. If your audience is in the Latitude of Non-Commitment, you have hit the persuasive sweet spot!

01

The Latitude of Acceptance

Preaching to the Choir

Everybody loved and agreed with with your speech, but you have a sneaking suspicion they were going to. Your audience was probably within the Latitude of Acceptance. They agreed with you because their attitude was already set to agree with you. It may give you a big ego boost, but in the end, it is NOT persuasion because everyone already agrees.