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The theory helps us to better approach those we are trying to influence or convince of something, like when is the right time to do it. We must also remember that we must have an idea of their attitude and where they stand, along with what things they may accept and what things they may reject. Also it teaches us some factors that could make it easier or harder to persuade the target.
Anchor Point
This is our preferred stance on a specific topic. The anchor point is where the person is most satisfied at.
Attitudes
These are predisposition to respond made up of what people think, feel and intend to do. Attitude can be negative or positive towards given issues but not all issue are of equal of importance to people, and attitudes are not always reflected in behavior.
Ego-Involvement refers to how crucial an issue is in our lives, central to our well-being, a pre-occupation in our thoughts defining who we are.
Highly ego-involvement- they have a more intense and passionate stance.
Assimilation effect is the opposite, if we make a message fall into the persons latitude of acceptance then they may perceive it as closer to their anchor point than it really is. The person minimizes how far their position is from our persuasive message. Therefore they are easier to persuade.
Critique
Ethical issues. Most research fails to find boomerang effect and suggests simply that as messages fall more into latitude of rejection they become less persuasive. Strong implications for public speaking. Theory does not deal much with people with low involvement other than to say they have high latitude of non-commitment and see more grays. Other sources suggest that they may be more open to persuasion on issues about which they do not know much
In summary, Social Judgement deals with understanding attitudes, different factors that influence the attitudes, what the types of latitudes are, where you may want your message to land, and what effects your persuasive message may have.
The End.
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