For social judgment theory, there is always one truth that conforms to reality. However, there are many cases where several people might disagree about what the truth is. The Social judgment theory describes the internal processes of an individual’s judgment of a communicated message. The theory suggests that upon hearing a message, individuals place the message on an attitude scale. The attitude scale is preset in our minds, is based on personal judgments, and consists of three zones: 1. the latitude of acceptance 2. the latitude of rejection, 3. the latitude of non-commitment.
People have categories of judgment with which they evaluate oncoming information. When presented with a situation in which a person must make a judgment, a range of possible positions can be taken in response. AS an example; some being asked to donate money, a person’s possible positions range from “absolutely not” to “most certainly”. As individuals evaluate incoming information, they decide which category of latitude it belongs. Therefore, in the example of donating money, an individual who favors the charities cause will locate their attitude within the latitude of acceptance. Conversely, those who hold an unfavorable view of the charity will locate their attitude within the latitude of rejection.
This is an example of an ad that SPCA Rescue the Animals, it was a charitable ad Commercial that ran last year. In this add SPCA starts off with the claim that there are over 5 million dogs in shelters on death row. Now if you love dogs the latitude of acceptance on a scale would be very high, if not off the chart. If you hate dogs and think they should all die, then the latitude of rejection would be very high, however if you kind of love dogs, and don’t think they should all die, then the latitude of non-commitment would be in rang of tuning your attitude in too a latitude of acceptance, or at least there would be a chance of that happing. The ad goes on to say that approximately 13 thousand animals will be put down. This in my opinion makes the anchor point even broader, because now they’re not just talking about dos, but all animals. This latitude lies on either side of the latitude(s) of non-commitment depending on the direction of one’s opinion. From the being to the end of this ad they show dogs that look very sad, so the Artifact in this ad would be all of the dogs that are shown. There is no question that someone is more open to a memorandum that falls in there latitude of non-commitment because it is closer to what they actually believe in; this latitude is like the grey between a light color which would be “acceptance” and darker color which would be “rejection”.
In my opinion this would be one reason why ads that plunge into the latitude of non-commitment are sometimes the most persuasive because, there is always a chance, that it might cause a change in the receiver’s, or the one who is watching the ads attitude. The ad then moves to a point of being positive and says that over 300,000 dogs have been adopted; this is move that gives hope, and could change someone’s latitude. General, I would say this ad from SPCA in my opinion has made a persuasive memorandum, or message that defined what would happen if you don’t contribute. There is no doubt It is very imperative for publicists to recognize a concept like the Social Judgment theory so that they will be able to efficiently and succinctly charm as many outlooks on the range as thinkable.
Donald E. Archey
Cites; Social Judgment Theory