Term Paper on Social Judgement Theory

Topics: Social judgment theory, Judgment, Muzafer Sherif Pages: 4 (1361 words) Published: November 25, 2012
A Term Paper on the traits of Consumer Behavior|

Submitted to:
Mr. Rupesh K. Shrestha
Facilitator, Consumer Behavior
Submitted to:
Mr. Rupesh K. Shrestha
Facilitator, Consumer Behavior

Social judgment theory (SJT) is a persuasion theory proposed by Muzafer Sherif and Carl Hoyland (hoyland & Sherif, 1980). According to Sherif, Social Judgment Theory is the perception and evaluation of an idea by comparing it with current attitudes. We do this by weighing every new idea by comparing it with our present point of view (hoyland & Sherif, 1980). SJT is a theory that focuses on the internal processes of an individual's judgment with relation to a communicated message. SJT was intended to be an explanatory method designed to detail when persuasive messages are most likely to succeed. Attitude change is the fundamental objective of persuasive communication. SJT seeks to specify the conditions under which this change takes place and predict the direction and extent of the attitude change. SJT attempts to explain how likely a person might be to change their opinion, the probable direction of that change, their tolerance toward the opinion of others, and their level of commitment to their position (Mallard, 2010).  Social judgment is how we perceive people, how we form impressions about them and how we think about social things. Social psychology is concerned with how we make these judgments, how accurate they are, and what are the consequences of these judgments. How we form first impressions and respond to people depends on how we judge them. Sometimes we judge people incorrectly. Misjudgments are the basis of prejudice and discrimination. In light if these, information we will try to find out the effects of social judgment on different professionals and their decision style. We try to find out where the social judgment really brings change in the deciders mind. We will see then effects of social...
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