social_judgment_theory
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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.
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| 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. | |
| ____ 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. |
Readings
- Hovland, Carl I.; Sherif, Muzafer (1980). Social judgment: Assimilation and contrast effects in communication and attitude change. Westport: Greenwood. ISBN 0313224382. amazon.
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Hovland, Carl I.; Sherif, Muzafer (1980). Social judgment: Assimilation and contrast effects in communication and attitude change. Westport: Greenwood. ISBN 0313224382. amazon.
social_judgment_theory.1463008167.txt.gz · Last modified: 2016/05/12 07:39 by hkimscil