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 shows him factual information illustrating that the government receives greater tax revenues when tax rates are lower for all Canadians, Tom refuses to accept that information and change his attitude. According to social judgment theory, what has caused Tom to reject this message?

Question

Quizplus · Accepted Answer

According to social judgment theory, the contrast effect occurs when people judge a message based on how it differs from their current attitudes or beliefs. In this case, Tom's strongly held belief that raising tax rates for the rich will bring the economy out of a recession causes him to reject factual information that contradicts this belief, leading to a contrast effect.

Tom Believes Strongly That Raising Tax Rates for the Rich