Question 1

A person's ________ of acceptance, rejection, or noncommitment reflects the cognitive structure of opinions.

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Question 2

People with high ________ on a particular issue likely see it as central or important to their life.

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Question 3

________ is a perceptual distortion that leads to polarization of ideas, whereas ________ is the opposite error in judgment that takes place when a message falls within the latitude of acceptance.

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Question 4

What general strategies should be utilized to persuade an audience that has high ego-involvement? How about a dogmatic audience?

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Question 5

Sherif states that the most dramatic, widespread, and enduring cases of attitude change involve reference groups with differing values. Why would this be the case? Can you provide an example from personal experience?

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Question 6

Describe the effect of source credibility on the process of making social judgments. What are the implications of this finding for persuasion?

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Question 7

According to Sherif, persuasion is a two-step process. What does this mean?

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Question 8

Have you or one of your acquaintances ever undergone a major-perhaps life-altering-change of mind or heart? How would social judgment theory account for such conversion experiences, which cause sudden, radical shifts in position?

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Question 9

You and I have very different opinions on water conservation-I say, "Who cares, I'm entitled to water my lawn" and you say, "Endangered species are more important than green grass." According to Sherif, what should you do to help me change my mind?

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Question 10

Griffin writes, "Even though Sherif crafted a cognitive theory, the mental processes he describes are automatic. He reduced interpersonal influence to the issue of the distance between the message and the hearer's position." What are the ramifications of this statement? Does free will have a place in this approach to persuasion? You may wish to refer to or draw on other theories to enhance your answer.

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Question 11

Griffin writes that "the effects of high ego-involvement on perception may be similar to those of low cognitive complexity." What are the implications of this claim? What are the ramifications for those who are highly dedicated to causes, particularly in terms of their ability to communicate?

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Question 12

How does Sherif's theory mirror elements of constructivism? Are person-centered messages that address a target's latitude of acceptance or rejection potentially more persuasive than "generic" appeals?

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Quiz 14: Social Judgment Theory