Social 
Judgement Theory
One Group's Insight
by Stephanie Runner
Our group has developed this page for the purpose of introducing you to the Social Judgement Theory of communication. This theory was developed by Muzafer Sherif, a psychologist at the University of Oklahoma. The theory deals with three Attitudes as Latitudes. Basically, these Latitudes are used as a way to determine a person's level of comfort during arguments. This is one of the many theories of influence, which explore the way in which what we say, and how we say it, can effect the attitudes of those we wish to influence. The three Attitudes as Latitudes are as follows: the Latitude of Acceptance, the Latitude of Rejection, and the Latitude of Noncommitment.
I will try to explain these Latitudes by way of an example. Let's say that you are a college student. One of your friends is struggling in a class, and you wish to persuade her not to drop the class.
Latitude of Acceptance:
Included in this Latitude are all things that are accepted as truth or fact, and/or things that you cannot change. Using the example, you could target your friend's Latitude of Acceptance by reminding her that the class is a requirement for graduation. If she does not stay in the class now, it may put her behind for graduation.
Latitude of Rejection:
These would be things considered as objectionable. For example, if you told your friend that you heard her teacher was exceptionally tough, it would fall under her Latitude of Rejection.
Latitude of Noncommitment:
Being undecided or having no opinion about something would be characteristic of the Latitude of Noncommitment. In the example, this would be demonstrated by telling your friend that her professor would be disappointed if she dropped the class. Most likely, that would not affect her decision one way or the other.
Another important part of the Social Judgement Theory is ego-involvement. This refers to the importance an issue holds in your life. In the example, you, as the participant and friend, would have high ego-involvement. Since she is your friend, you want to look out for her well-being.
This of course is only an overview of the Social Judgement Theory. The Research, Application, and Critique pages are designed to give you a more in-depth look at the theory. To learn more, just follow the links below...
LINKS
Here is a link to Kindra's Research on Social Judgement Theory
Here is link to additional Research by Melissa
Here is a link to Andrea's Application of the Social Judgement Theory
Here is a link to another Application by Chris
Here is a link to Matt's Critique on the Social Judgement Theory
This is a link to the homepage of Dr. David Lennon , a psychology professor at the University of Queensland. This page offers a number of links to publications relating to the Social Judgement Theory
This page has a nice breakdown of Social Judgement Theory. The page was created by Steve Booth-Butterfield , a professor at West Virginia University, for his Persuasion Theory and Research class.
Take a look at other theory homepages by students of Inco234!
RELEVANT THEORIES
One of the other theories covered by Inco 234 students this quarter that has similarities with Social Judgement Theory is the Elaboration Likelihood Model . The Peripheral Route of Elaboration Likelihood centers on presenting things the listener already views as acceptable so to instigate a temporary attitude change and that will possibly last into the future. This concept is similar to some of the concepts used by Social Judgement Theory, such as the Latitude of Acceptance and ego-involvement. Check it out!
Another theory that is similar to Social Judgement theory is Anxiety/Uncertainty Management Theory . This theory recognizes motivation, knowledge, and skill as the three necessary elements for communication competence. These three elements are also utilized by Social Judgement Theory. For example, in the Latitude of Acceptance the speaker uses things that the listener already thinks of as acceptable to try to motivate the listener to change her/his opinion. See for yourself and take a look!
Email me your comments or suggestions!
This page (http://oak.cats.ohiou.edu/~sr864296/SJ.htm) last revised March 15, 1999 by Stephanie Runner