Social Judgment Theory
Social judgment theory (SJT) is a persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland. According to Sherif and Sherif, Social Judgment Theory is the perception and evaluation of an idea by comparing it with current attitudes.We do this theory in our heads by weighing every new idea by comparing it with our present point of view. Basically, we hear a message and immediately judge where it should be place on the attitude scale in our own minds. SJT is the subconscious sorting out of ideas that occurs at the instant of perception.
Read more about Social Judgment Theory: Overview, Development of SJT, Judgment Process and Attitudes, Latitudes of Rejection, Acceptance, and Noncommitment, Assimilation and Contrast, Ego Involvement, Attitude Change
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—Abraham Lincoln (1809–1865)