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Social Judgment Theory
Sherif & Sherif

SOCIAL INFLUENCE: PERSUASION


Theory Overview 11th Edition

The larger the discrepancy between a speaker’s position and a listener’s point of view, the greater the change in attitude—as long as the message doesn’t fall within the hearer’s latitude of rejection. High ego- involvement usually indicates a wide latitude of rejection. Messages that fall there may have a boomerang effect. (Socio-psychological tradition)


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Social Judgment Theory
Sherif & Sherif

SOCIAL INFLUENCE: PERSUASION


Theory Overview 11th Edition

The larger the discrepancy between a speaker’s position and a listener’s point of view, the greater the change in attitude—as long as the message doesn’t fall within the hearer’s latitude of rejection. High ego- involvement usually indicates a wide latitude of rejection. Messages that fall there may have a boomerang effect. (Socio-psychological tradition)


 

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