Social Judgement Theory

Social judgment theory (SJT) is a self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland, as the perception and evaluation of an idea by comparing it with current attitudes.

Social Judgement theory states that you have a statement or message and you accept it or reject it based on your cognitive map, one's own ego-involvement and if it falls within their latitude of acceptance.

 This theory is that when people receive messages (verbal or nonverbal) they immediately judge where the message should be placed on a scale in their mind through comparing the message with currently held views.

Social Judgement theory is a scientific theory.  Social Judgement theory is value-neutral in that the theoretical propositions are objective and not biased.  This theory explains how individuals judge the messages they receive.  It predicts that individuals accept, or reject specific attitudes and messages.

• Epistemologically( the study of the nature, origin, and limits of human knowledge,) are is one universal interpretation (one truth) in that people judge the messages they receive.  

• Ontologically,(the philosophical study of being.)  this theory is deterministic in that an individuals behavior can be predicted.
• Axiologically(the study of the nature, types, and criteria of values and of value judgments especially in ethics.),   Social Judgement theory has relative simplicity in that it is a fairly simple study.  It can be tested and proved false in that an individual can test the theory through reflecting on statements, which evoke various opinions.  

 

Critique:

Social Judgement theory proposes the idea that persuasion is a two-step process. 

1. The first step involves individuals hearing or reading a message and immediately evaluating where the message falls within their own position. 
2. The second step involves individuals adjusting their particular attitude either toward or away from the message they heard.

Ideas and Implications:

Individuals have three zones in which they accept or reject specific messages or attitudes. 

1. The latitude of acceptance zone is where individuals place attitudes they consider acceptable.  
2. The latitude of rejection zone is where individuals place attitudes they consider unacceptable or objectionable.  
3. The latitude of noncommitment is where people place attitudes they find neither acceptable nor rejectable.

Example:

Example of Social Judgement theory:

Read through these statements and recognize the variety of opinions they represent;

1. Student athletes should be given extra time to complete assignments.

2. Student athletes are for the most part lazy when it comes to college work.

3. Student athletes should receive more time to complete assignments because their schedule is more hectic than the average student.