Assimilation and Contrast
Sometimes people perceive a message that falls within their latitude of rejection as farther from their anchor than they really are. This is called Contrast. The opposite of Contrast is Assimilation, and that is a perceptual error whereby people judge messages that fall within their latitude of acceptance as less discrepant from their anchor than they really are. These latitudes dictate the likelihood of assimilation and contrast. When a discrepant viewpoint is expressed in a communication message within the person's latitude of acceptance, the message is more likely to be assimilated or viewed as being closer to person's anchor, or own viewpoint, than it actually is. When the message is perceived as being very different from one's anchor and thus falling within the latitude of rejection, persuasion is unlikely due to a contrast effect. The contrast effect is what happens when the message is viewed as being further away than it actually is from the anchor. Messages falling within the latitude of noncommitment, however, are the ones most likely to achieve the desired attitude change. Therefore, the more extreme stand an individual has, the greater his/her latitude of rejection and thus the harder he/she is to persuade.
Read more about this topic: Social Judgment Theory
Famous quotes containing the word contrast:
“In contrast to revenge, which is the natural, automatic reaction to transgression and which, because of the irreversibility of the action process can be expected and even calculated, the act of forgiving can never be predicted; it is the only reaction that acts in an unexpected way and thus retains, though being a reaction, something of the original character of action.”
—Hannah Arendt (1906–1975)