Term
| What is the social judgement theory and what does it say? |
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Definition
· Persuasion is not a one shot deal
· It’s a slow process and takes time (civil rights movement)
· Says that if you push too hard and too quickly you will push away your audience
· We evaluate persuasive messages based on where we stand on the issue |
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Term
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Definition
(+) the one we can live with Anchor Point (A) The one you want the most
* Range of ideas that the person see as reasonable or worthy of consideration |
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Term
| Latitude of non-commitment |
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Definition
(?) The one you are uncertain about
* Range of ideas that the person sees as neither acceptable not objective. (in between) |
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Term
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Definition
(X) you are not okay with this
* Range of ideas that a person sees as unreasonable. |
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Term
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Definition
*The difference/distance between the position of a message and listener’s anchor point.
* Attitude change increases with message discrepancy as long as the message falls within the latitude of acceptance, but then it decreases if the discrepancy is so large that the message falls in the latitude of rejection |
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Term
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Definition
| You hear a message and then you participate in Perceptual errors |
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Term
| What are the 2 steps of the Process of Evaluation? |
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Definition
o Step 1: we judge how close or how far a message is from our anchored position
*Contrast Effect (Latitude of Rejection)
*Assimilation Effect (Latitude of Acceptance)
o Step 2: How I respond to this? Shifting our anchor point in response to the message
* Within the latitude of acceptance I will be more inclined to respond favorably
*Within the latitude of rejection I will most likely reject you
*Target “Sweet Spot” for attitude change (right on edge of latitude of acceptance/rejection (not on anchor point)
*Because if on anchor point they wont change their mind because close to what they already think |
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Term
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Definition
| The degree to which you perceive the issues touches on yourself concept or core values (is it important to you?) |
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Term
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Definition
There is no sweet spot because they are so passionate (no room for negotiation) *The latitude of Noncommitment is almost non-existent
* The latitude of rejection is quite large
*Anchor points are usually found at the extreme ends of the scale
*Tendency to engage in selective perception (only attend to info that agrees with you) |
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Term
| Persuading Ego-involvement |
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Definition
*Credible sources (your audience chooses this not you)
*Strong arguments
*Boomerang effect |
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Term
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Definition
weak arguments (makes then farther away then where they were to begin with-hurts your argument)
*Attitude change in the opposite direction of what the message is advocating, listeners are driven away rather than drawn to the idea |
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Term
| SJT: Ramifications for persuading |
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Definition
o Know your audience
o Persuasion is not just a one-shot deal; it can (and often does) happen over time |
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Term
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Definition
*Difficult to apply because you must know your audience
*Ethical concerns
*Emphasizes the importance of audience adaptation
*Useful
*Parsimonious |
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