Tom believes strongly that raising tax rates for the rich is the way to bring the economy out of a recession because it will generate greater tax revenue for the government. Even when his friend showed him factual information illustrating that the government receives greater tax revenues when tax rates are lower for all Americans, Tom refused to accept that information and change his attitude. According to social judgment theory, Tom's rejection of this message was due to a(n) _____ effect.

Question

Quizplus · Accepted Answer

According to social judgment theory, when people have a strong pre-existing attitude, they will judge a message that contradicts their attitude to be further from their attitude than it actually is. This is known as the contrast effect. Tom's rejection of the factual information despite it contradicting his belief suggests a contrast effect.

Tom Believes Strongly That Raising Tax Rates for the Rich