사회적판단이론

메시지 혹은 정보에 대한 판단은 받아들이는 그 정보에 대한 개인의 앵커(기준, anchor, stance)에 따라 달라지게 된다는 것
개인 태도의 위치가 연속선상에 있는 점으로 표현할 수 있을 정도로 고착적인 것은 아님¹⁾
아래의 표(ordered alternatives questionnaire)를 이용하여 개인의 위치를 파악함
또한 태도는 3가지의 영역의 혼합물이라고 봄
- 수용 영역(latitude of acceptance)
- 거부 영역(latitude of rejection)
- 무개입 영역(latitude of non-commitment)
위의 영역이 자아관여(ego involvement)와 결합하여 태도변화에 역동적인 영향력을 줌
간단히 말해, 효과적인 메시지 디자인은 청자가 어떤 위치(stance)에 있는지를 파악함으로써 가능함. 이 위치와 메시지 내용의 관여정도가 수용/거부/무개입 영역을 대강을 정하게 됨.

Ordered Alternatives Questionnaire
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	Read each statement, and put a next to the statement with which you most agree. Then circle the letter of all statements with which you agree, and put an X through all statements with which you disagree.
____ A.	The gap between minority employment and White employment is due to a lack of ability among many minority members.
____ B.	The gap between minority employment and White employment is due to a lack of effort among many minority members.
____ C.	The gap between minority employment and White employment is due to a lack of education among many minority members.
____ D.	The gap between minority employment and White employment is due to a lack of role models for many minority members.
____ E.	The gap between minority employment and White employment is due to a lack of training and development for many minority members.
____ F.	The gap between minority employment and White employment is due to a lack of mentoring of minority employees.
____ G.	The gap between minority employment and White employment is due to an unwelcoming working environment for minorities in most organizations.
____ H.	The gap between minority employment and White employment is due to subtle and unintentional forms of racism.
____ I.	The gap between minority employment and White employment is due to active discrimination.

다른 예,
The topic is ” Should We Increase Teacher Pay?” The range of positions one could take on this topic might look something like this:

It is absolutely essential from all considerations that teachers’ pay should be increased.
It almost certain from many angles that teachers’ pay should be increased
It is highly probable that things would be better if teachers’ pay was increased.
It is possible that it would be better if teachers’ pay was increased.
It is difficult to say whether teachers’ pay should be increased.
It is possible that it would be better if teachers’ pay was not increased.
It is highly probable that teachers’ pay should not be increased.
It is almost certain from most angles that teachers’ pay should not be increased.
It is absolutely essential from all consideration that teacher’s pay not be increased.

. . . . The implication of this principle is direct. Judgment is crucial to persuasion. If you offer positions that people judge as “reject,” you are not going to be persuasive. And, according to the theory, this judgment happens very rapidly. People do not passively take in information, then make judgments. No, instead, people are making these judgments as they receive the information.

Readings

Hovland, Carl I.; Sherif, Muzafer (1980). Social judgment: Assimilation and contrast effects in communication and attitude change. Westport: Greenwood. ISBN 0313224382. amazon.

theory, communication theory, cmc

¹⁾

Hovland, Carl I.; Sherif, Muzafer (1980). Social judgment: Assimilation and contrast effects in communication and attitude change. Westport: Greenwood. ISBN 0313224382. amazon.