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Social Judgement Theory: The Art Of Persuasion

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These days with social media, and other rising technological advances, one might find it impossible to resist the urge to want to protest and debate with all the issues going on in the world today. It sounds easy enough to post your side of an argument on anything someone shares but going about it affectively to really get the opposing side to agree with you is something else entirely. By using the Social Judgment Theory, and understanding one’s ego involvement with an issue, people might just be able to figure out the “Art of Persuasion”.
Social Judgement Theory is a “Self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland” (Daniel O’ Keefe, 2016). It is defined as “The perception and evaluation of an idea by comparing …show more content…

In this scale, there are three latitudes: The Latitude of Rejection, Latitude of Noncommitment and the Latitude of Acceptance (Sherif & Hovland, 1961). These are all part of the “Ego Involvement” a person has when approached with a new issue. Rejection will get bigger, while Acceptance will get smaller the more passionate one is for something (Sherif & Hovland, 1961).

One of my experiences with the Social judgment theory happened to be a few years ago through social media. I work with a quite of few people who are committed to Veganism at Casper Humane Society who have offered some influence on Dairy/Meat Factories and was shown a quite graphic video on what really goes on in them. This discouraged me to the point where I only would buy dairy or meat products from stores that I knew …show more content…

By applying the Social Judgement Theory, I can analyze just what was going on with our issue. Both my and the older woman’s Latitude of Rejection were so large that our Latitude of Acceptance was very small. She was for dairy farms/ factories. I wasn’t for dairy factories. My Latitude of Acceptance had more room because I am okay with dairy farms. Hers however wouldn’t grow because her level of passion for dairy farming was so high. The problem with my argument, despite my best efforts was the fact that I came off “Too strong” and didn’t manage my goals for the argument. This in return caused the “Boomerang effect”. This effect by definition is “The unintended consequences of an attempt to persuade resulting in the adoption of an opposing position instead.” (Brehm S. & Brehm J.W.

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