Social Judgment Theory
Sherif, M., & Hovland, C. I. (1961).Social judgment: Assimilation and contrast effects in communication and attitude change.
start
section 01
Social Judgment Theory:What is it?
Social Judgment Theory
Social Judgement Theory is a framework that helps you to shape your persuasive message (argument). Specifically, it is thinking more critically about audience attitudes and how audiences will react to your message. It also helps to explain why some arguments may fall flat (even if they seem logical/credible).
The next screen is an index to help you identify each individual part of the SJT framework. Click on each part to review what it is and how it applies to persuasive speaking.
Continue
Social Judgment Theory
The Framework
Latitude of Rejection
Latitude ofNon-Commitment
Latitude ofAcceptance
TheMessage
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+ info
+ info
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The Message
The Message is the center -- beating heart -- of your persuasive argument. The message is the content -- the point that you, as a speaker, are trying to make. The message should be something that you are passionate about. When you craft your message, you should think about the different perspective you want to convey.
The Latitude of Non-Commitment
In order to truly persuade any audience, you need to craft your message to those who are non-commited in their attitudes. Perhaps they have their opinions on the subject, but with the right facts and arguments, their opinion could change. These audience members 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!
The Latitude of Rejection
You can have the most well-reasoned arguments, you can incorporate the most credible sources, and you can even include visible, hard-to-dispute evidence ... and your audience will still reject it. This is called the latitude of rejection, and - ultimately - you will be unable to persuade these audience members because their attitudes do not match with the message/argument. Maybe one day they will change their mind, but today is not that day.
The Latitude of Accepance
"Preaching to the Choir"
Everybody loved and agreed with with your message! When this happens, your audience is likely within the Latitude of Acceptance. Your audience agreed with you because their attitude was already in alignment to agree with you. While this may initially appear positive, remember this is not persuasion. Why? Because everyone already agrees.
Thanks!
Next, let's test your knowledge of the Social Judgment Theory. Click "Start," below to begin your brief assessment! Please Note: The assessment is not available through my ePortfolio. Instead, click "Home" to be taken to the home screen.
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Social Judgment Theory
kpcolgla
Created on June 28, 2021
Social judgment theory (SJT) is a self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland, defined by Sherif and Sherif as the perception and evaluation of an idea by comparing it with current attitudes.
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Transcript
Social Judgment Theory
Sherif, M., & Hovland, C. I. (1961).Social judgment: Assimilation and contrast effects in communication and attitude change.
start
section 01
Social Judgment Theory:What is it?
Social Judgment Theory
Social Judgement Theory is a framework that helps you to shape your persuasive message (argument). Specifically, it is thinking more critically about audience attitudes and how audiences will react to your message. It also helps to explain why some arguments may fall flat (even if they seem logical/credible).
The next screen is an index to help you identify each individual part of the SJT framework. Click on each part to review what it is and how it applies to persuasive speaking.
Continue
Social Judgment Theory
The Framework
Latitude of Rejection
Latitude ofNon-Commitment
Latitude ofAcceptance
TheMessage
+ info
+ info
+ info
+ info
The Message
The Message is the center -- beating heart -- of your persuasive argument. The message is the content -- the point that you, as a speaker, are trying to make. The message should be something that you are passionate about. When you craft your message, you should think about the different perspective you want to convey.
The Latitude of Non-Commitment
In order to truly persuade any audience, you need to craft your message to those who are non-commited in their attitudes. Perhaps they have their opinions on the subject, but with the right facts and arguments, their opinion could change. These audience members 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!
The Latitude of Rejection
You can have the most well-reasoned arguments, you can incorporate the most credible sources, and you can even include visible, hard-to-dispute evidence ... and your audience will still reject it. This is called the latitude of rejection, and - ultimately - you will be unable to persuade these audience members because their attitudes do not match with the message/argument. Maybe one day they will change their mind, but today is not that day.
The Latitude of Accepance
"Preaching to the Choir"
Everybody loved and agreed with with your message! When this happens, your audience is likely within the Latitude of Acceptance. Your audience agreed with you because their attitude was already in alignment to agree with you. While this may initially appear positive, remember this is not persuasion. Why? Because everyone already agrees.
Thanks!
Next, let's test your knowledge of the Social Judgment Theory. Click "Start," below to begin your brief assessment! Please Note: The assessment is not available through my ePortfolio. Instead, click "Home" to be taken to the home screen.
Home