![]() The third principle asserts that the size of the latitudes is determined by the level of personal involvement, or ego-involvement, one has in the issue at hand. Those with no significant opinion either way will locate it in the latitude of noncommitment. Conversely, those who hold an unfavorable view of the charitable cause will locate their attitude within the latitude of rejection. In the above-mentioned example, individuals with a favorable view of the charitable cause would most likely place the request for a donation within the latitude of acceptance. The second principle states that as people evaluate incoming information, they determine the category of judgment, or latitude, to which it belongs. An individual ’s most preferred position, located within the latitude of acceptance, is referred to as the anchor. These ranges are referred to as the latitude of acceptance, the latitude of rejection, and the latitude of noncommittment, respectively. ” Along this inclusive continuum there are categories of positions that an individual may find acceptable or unacceptable, and also a range for which no significant opinion is held. For example, if an individual is asked to make a monetary contribution to a charity, the possible positions range from “absolutely not ” to “most certainly. When an individual encounters a situation in which he or she must make a judgment, a range of possible positions can be taken in response. The first asserts that people have categories of judgment with which they evaluate incoming information. There are five basic principles in social judgment theory. It offers a commonsense plan for inducing attitude change in the real world. The theory details how attitudes are cognitively represented, the psychological processes involved in assessing persuasive communications, and the conditions under which communicated attitudes are either accepted or rejected. ![]() Rooted in judgment theory, which is concerned with the discrimination and categorization of stimuli, it attempts to explain how attitudes are expressed, judged, and modified. Social judgment theory was developed by psychologist Muzafer Sherif, with significant input from Carl I.
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