COMM 318 1st Edition Lecture 8 Outline of Last Lecture I. Social NormsOutline of Current Lecture II. Social Judgment TheoryCurrent Lecture(8)Tuesday, February 17, ySOCIAL JUDGMENT THEORY I. BackgroundA. how can we change someone’s attitude?B. message discrepancy is key1. how discrepant should a message be in order to maximize the attitude change?C. ***In Class Activity Wksht.****1. firearm & gun controlII. Components of SJTA. anchor (assimilation)1. one’s position on an issueB. latitude of acceptance (assimilation)1. positions on an issue that are acceptableC. latitude of rejection (contrast)1. positions on an issue that are unacceptableD. latitude of non-commitment (max change possible)1. position on an issue that are neither unacceptable or acceptableIII. SJT & Attitude ChangeA. perceptual judgment1. assessment of the latitude (acceptance, rejection, or non-commitment) in which the advocated message falls B. attitudes shift, which is a function of:1. latitude of the receiver2. discrepancy of the messageC. how does attitude change occur?1. message that falls in the latitude of acceptance causes minor changeThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.• assimilation error occurs (assume the message is closer to the anchor than it actually is)2. message that falls in the latitude of non-commitment may cause the greatest amount of change3. message that falls in the latitude of rejection causes change-in the opposite direction of the message• contrast error occursD. latitudes and message perceptions1. contrast error: messages falling within the latitude of rejection are perceived to be more discrepant than they actually are (message rejection—>opposing view)2. assimilation error: messages falling within the latitude of acceptance are perceived tobe closer than they actually are (nothing happens really e.g. 15 extra minutes of curfew)E. other concepts in the model1. ego involvement (what you see yourself as e.g. pro/anti gun)• extent to which one’s personal identity is connected with one’s position on an issue2. high ego involvement (care and personal involvement with issue/closed off)(difficult topersuade)• narrow latitude of acceptance• wide latitude of rejection• narrow latitude of non-commitment 3. low ego involvement (more open)(prone to persuasion)• wide latitude of acceptance• narrow latitude of rejection• wide latitude of non-commitmentIV. The Tipping Point A. Context1. broken window theory: the context is important and a factor in the implications of our behavior • the norm-setting and signaling effect of urban disorder and vandalism on additional crime and anti-social behavior.2. context: small features of environment, that are subtle, that implicate
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