social_judgment_theory
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social_judgment_theory [2016/05/12 07:30] – hkimscil | social_judgment_theory [2017/06/08 08:23] (current) – [Readings] hkimscil | ||
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* 메시지 혹은 정보에 대한 판단은 받아들이는 그 정보에 대한 개인의 앵커(기준, | * 메시지 혹은 정보에 대한 판단은 받아들이는 그 정보에 대한 개인의 앵커(기준, | ||
* 개인 태도의 위치가 연속선상에 있는 점으로 표현할 수 있을 정도로 고착적인 것은 아님((Hovland, | * 개인 태도의 위치가 연속선상에 있는 점으로 표현할 수 있을 정도로 고착적인 것은 아님((Hovland, | ||
- | * 오히려 | + | * 아래의 표(ordered alternatives questionnaire)를 이용하여 개인의 위치를 파악함 |
+ | * 또한 | ||
* 수용 영역(latitude of acceptance) | * 수용 영역(latitude of acceptance) | ||
* 거부 영역(latitude of rejection) | * 거부 영역(latitude of rejection) | ||
* 무개입 영역(latitude of non-commitment) | * 무개입 영역(latitude of non-commitment) | ||
* 위의 영역이 자아관여(ego involvement)와 결합하여 태도변화에 역동적인 영향력을 줌 | * 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/ | ||
- | ====== Readings ====== | + | |< 70% 70px >| |
- | * Hovland, Carl I.; Sherif, Muzafer (1980). Social judgment: Assimilation and contrast effects in communication and attitude change. Westport: Greenwood. ISBN 0313224382. [[amazon> | + | |
- | + | ||
- | + | ||
- | |< 70px >| | + | |
^ Ordered Alternatives Questionnaire | ^ Ordered Alternatives Questionnaire | ||
| | //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.// | | | //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.// | ||
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+ | [[http:// | ||
+ | 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, | ||
+ | |||
+ | ====== Readings ====== | ||
+ | * Hovland, Carl I.; Sherif, Muzafer (1980). Social judgment: Assimilation and contrast effects in communication and attitude change. Westport: Greenwood. ISBN 0313224382. [[amazon> | ||
+ | {{tag> |
social_judgment_theory.1463007621.txt.gz · Last modified: 2016/05/12 07:30 by hkimscil