[Music] what's social judgment theory I believe everyone has recently seen many reports about coronavirus maybe some of you have already been to Walmart to get food for the next few months when we saw this report I believe you also noticed the different reactions of people around you for example some people feel that they should prepare immediately some people get freaked out others feel that this is just small flu and there is no need to be so nervous of course some people think that they don't live in the United States and far away from the affected area Espie don't really care about it it is the same message conveyed through the same media channels why do people react so differently let's get into today's topic social judgment theory and learn more about this phenomenon before we start let's take a look at some statement of facts social judgment theory was first developed in the 1960s this theory was proposed by Caroline sharif musafir sharif and carl hofland psychology at that time was right in the development of cognitive psychology researchers are curious as to what drives people to perform certain behaviors and the reasons behind them this background period is when we begin to get a deeper understanding of the human cognitive process so what exactly is social judgment social judgment is the process of perception and judgment based on one's attitude when an individual faces a specific message or issue this process also determines how people perceive and evaluate this message when we create it to persuade others how to use message design to change others attitudes to issues to convey the message we want them to accept when we know coronavirus what is our attitude towards this issue and how will we respond to this issue this may sound abstract but don't worry we have a specific model that helps us measure our judgment process in social judgment theory there are three key factors that make up our perception of information the first is the judgmental anchor which represents individuals original personal acceptance to the message judgmental anchors vary from individual to individual the second one is latitudes of rejection acceptance and non commitment which is individuals spectrum of attitude when face relevant information the last is ego involvement which is the depth of individuals involvement in this issue ego involvement depends on how much our judgment on this issue affects our self-esteem in life let's look at them one by one people's attitudes towards specific issues are divided into three levels and each person's attitude scale is different latitudes of acceptance indicates that people are accepting and agreeing to this message latitudes of rejection means disagree or reject the message latitudes of non-commitment means that the issue is not very relevant to the audience or the audience doesn't have specific opinion next let's see ego involvement which is a very important factor when conveying a persuasive message when people pay more attention to an issue or the issue as important to people ego involvement will be higher a deeper understanding of the issue will also have clearer views and attitudes and a broader latitudes of rejection as a result people with higher ego involvement are more difficult to convince however when the message is right at the anchor point or as much farther away from the anchor point can persuasion still happen the answer is now when the message Falls near the anchor point the assimilation effect occurs at this time the individual has believed the message and repeating the message again will not cause persuasion conversely if the message is too far away from the anchor point a contrast effect will occur the message tend to be directly denied nor does it persuade therefore when trying to convey a persuasive message the most effective message is between latitudes of acceptance and non-commitment the messages in this interval can change people's attitudes toward issues and achieve the goal of persuasion so how do we apply this theory social judgment theory helps us predict an individual's attitude towards an issue first we can identify the range of individuals attitudes towards particular issues this will increase their acceptance on the issue at the same time social judgment theory can predict who is suitable for persuasion and those who are difficult to persuade this allows us to target our audience for example politics candidate selection message if the individual is highly concerned about politics and already support a specific candidate then we can decide that the target is difficult to persuade and re select our main target segment today we have many different types of media including social media such as Facebook Instagram video platform YouTube news and television games movies and more we receive all kinds of messages every day social judgment theory points out that people's different attitudes will affect their perception and judgment toward the same message so this theory is very important in the process of persuasion and we can have it as our guidelines for persuasion when we understand people's attitudes towards things we can persuade others more effectively in addition to avoiding the failure caused by direct persuasion observing the attitude scale of the target segment also allows us to persuade them more accurately at the same time this theory can also be applied to consumer behavior analysis to make advertising targeting more precise suppose we are an insurance company and now we are going to convince a person convince him to value the impact of coronavirus and by our insurance we noticed that he wasn't worried about getting coronavirus and didn't know much about it his ego involvement in the issue is also relatively low we know that he cares about his family so we can create a set of messages to prove that older people have a higher mortality rate than young people therefore he wasn't worried about getting the virus but he was afraid of spreading it to his family he became more alert to the virus furthermore he did not know the actual cost of getting the virus so we can provide detailed data to convince him to make his acceptance range increase by changing his attitude to the issue step by step we can more easily convince him to accept the message at this point we can introduce him to our products and give him the message we wanted to convey in the first place this theory can be applied to a wide range of areas just like the customer behavior analysis just mentioned or in various fields such as politics global issues same-sex marriage etc next time when you try to convince others don't rush to state your point by observing each other's attitude toward the issue I believe you can also benefit from this theory [Music]