Social Judgement Theory

By: Muzafer Sherif

Application

By: Carla D'Achille

In the social judgement theory, it describes the thought process that usually goes on when there is a shift in attitude or opinion that is usually below human's level of consciousness. Sherif believes that persuasion is a two step process involving a judgement of the message, and discrepancy and attitude change.

In judging a message, there is a contrast that is a perceptual distortion that leads to polarization of ideas and assimilation that is the opposite error of judgment. In the discrepancy and attitude change, the first part is to determine how close a message is from our own position and the second is shifting our response. In order to be persuasive, this is the process that one has to achieve.

I have had a personal experience that shows this theory in action. My father was born in Italy. We have very different perceptions on life due to the very different cultures in which we were raised. Until a year ago, we had never seen eye to eye on any issue that I can remember.

Last spring, I decided that it was time to purchase a vehicle. In my mind, it was the sensible thing to do since I live over three hours from Ohio University. Plus, I thought that it would be convenient to have my own vehicle, instead of always having to ask to borrow a car. When I approached my father with this idea, he thought I was crazy. He couldn't understand why I felt that I needed to invest in a car. He then went on to tell me that I was too young to even think about making such a large purchase, and told me not to bring the idea up again.

At this point in time, it didn't matter to me if my father approved of my idea or not. I worked tirelessly on finding the perfect car. I spent hours on the Internet, looking through classified ads, and visited countless car lots. It had taken me a few months, but I finally found the car I wanted, a red and black cover-top Cabriole. I called my father from the car lot and informed him that I was going to buy this car on the very next day. The first thing that he asked me was how I planned on coming up with the money. I reminded him that I had been saving money I made from the various jobs that I have had in the past couple of years. I also had to inform him that I was a 20-year old adult and that buying a car was not as far fetched an idea as he thought.

I think that it was around this point when he started to see that I was not a little girl anymore. He reflected back on his life and realized that he bought his first car at the age of 20 through hard work and determination. I think this is when he saw that hard work and determination in me. This is when he shifted his latitude of rejection to a latitude of acceptance. He then accepted me getting a car and had then offered to help me in any way possible.

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Through Andrea's application page of Cognitive Dissonance, a page similiar to the one I have done, you can see the similarities between the theory I have evaluated and Andrea's theory. If you would like to check it out, click here.