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Social
Judgment/
Involvement Theory
Social
Judgment/Involvement Theory
The
Nature of Social Judgment/Involvement Theory
Research
on Social Judgment/Involvement Theory
Strengths
and Weaknesses of Social Judgment/involvement Theory
Glossary
Further
Readings
Self-Test
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Glossary
acceptance, latitude of: the range of
message positions that are acceptable, or plausible, to an
listener; includes the listener’s own attitude (at the
center of the latitude of acceptance) and those message
positions on that topic close to that attitude
assimilation: a perceptual process in which a message
which is actually close to an listener’s own attitude (in
the latitude of acceptance) is misperceived as closer to the
attitude than it really is
contrast: a perceptual process in which a message which
is far away from an listener’s own attitude (in the latitude
of rejection) is misperceived as further from the attitude
than it really is
curvilinear: a relationship that is not a simple,
straight line; increases in the size of one variable
(discrepancy) first create increases in another variable
(persuasion), but further increases in the first variable
cause decreases in the other variable*
discrepancy: the amount of difference between a message
and a listener’s own attitude
involvement: the extent to which a topic is relevant,
important, or salient to an listener
non-commitment, latitude of: the range of message
positions that the listener neither accepts nor rejects; there
may be one latitude of non-commitment between the latitudes of
acceptance and rejection, or two latitudes of non-commitment,
one on each side of the latitude of acceptance
rejection, latitude of: the range of message positions
that the listener rejects; there can be one or two latitudes
of rejection; when the latitude of acceptance is near either
end of the attitude/message continuum there will only be one
latitude of rejection
*Strictly speaking, I should not use the words “create” or
“cause” here because causation is very difficult to prove.
I should have said something like “increases in one variable
are first associated with increases in a second variable, and
further increases in the first variable are associated with
decreases in the second variable.”
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