The Social Judgment Theory

Paper Summary:

The paper explains the social judgment theory, which uses five different components to convince others of a particular idea. The paper discusses how this theory provides a framework from which persuasion techniques and responses can be clearly understood. The paper shows how in the world of advertising it is important to understand the constructs of the theory so that one can be sure to target acceptance latitude areas and thus promote successful advertising.

Outline:
Introduction
The Theory
Advertising Application
An Invented Ad
Conclusion

From the Paper:

"The world revolves around the ability to persuade. If one can get another to think the way he thinks, believe what he believes or adopt another opinion then changes can be made. The art of persuasion is one of the most powerful tools available to changing the path of resistance and convincing people to make a particular choice(Boller, 1991). This holds true in many areas of life including of politics, employment, and advertising. There are several theories of persuasion that are commonly used in the field of advertising to persuade consumers to purchase a service or product. The social judgment theory is one that uses five key elements to get people to respond in a desired manner."

Sample of Sources Used:

• SOCIAL JUDGMENT THEORY http://www.as.wvu.edu/~sbb/comm221/chapters/judge.htm
• Jacobsen, Thomas (2004) Individual and group modeling of aesthetic judgment strategies. British Journal of Psychology
• Boyd, Henry (2006) Persuasive talk: is it what you say or how you say it? Journal of Advertising Research
• BELCH, GEORGE E., and MICHAEL BELCH. Introduction to Advertising and Promotion: An Integrated Marketing Communication Perspective. Chicago, IL: McGraw-Hill Irwin, 2004.
• BOLLER, GREGORY W. "The Vicissitudes of the Product Experience: 'Songs of Our Consuming Selves' in Drama Ads." Advances in Consumer Research 17 (1990): 621-26.

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