Comm Theory - Social Judgment Theory
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| Social Judgement - Involvement | Perception and evaluation of an idea by comparing it with current attitudes.
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| Latitude of Acceptance | The range of ideas that a person sees as reasonable or worthy of consideration.
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| Latitude of Rejection | The range of ideas that a person sees as unreasonable or objectionable.
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| Latitude of Noncommitment | The range of ideas that a person sees as neither acceptable nor objectionable.
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| Ego-Involvement | The importance or centrality of an issue to a person's life, often demonstrated by membership in a group with a known stand.
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| Contrast | A perceptual error whereby people judge messages that fall within their latitude of rejection as further from their anchor than they really are.
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| Assimilation | A perceptual error whereby people judge messages that fall within their latitude of acceptance as less discrepant from their anchor than they really are.
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| Booomerang Effect | Attitude change in the opposite direction of what the message advocates; listeners driven away from rather than drawn to an idea.
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| Reference Groups | Groups that members use to define their identity.
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| Pluralistic ignorance | The mistaken idea that everyone else is doing or thinking something that they aren't.
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