Term Paper on Social Judgement Theory

TRAITS OF CONSUMER BEHAVIOR A Term Paper on the traits of Consumer mien BY SUSHIL TAMANG Submitted to Mr. Rupesh K. Shrestha Facilitator, Consumer Behavior Submitted to Mr. Rupesh K. Shrestha Facilitator, Consumer Behavior sociable savvy theory (SJT) is a persuasion theory proposed byMuzafer SherifandCarl Hoyland (hoyland & Sherif, 1980). According to Sherif, Social Judgment scheme is the perception and evaluation of an idea by canvas it with received stances.We do this by weighing e precise new idea by comparing it with our present breaker point of view (hoyland & Sherif, 1980). SJT is a theory that focuses on the home(a) processes of an individuals conceit with relation to a communicated message. SJT was intended to be an explanatory method acting designed to detail whenpersuasive messages ar to the highest degree credibly to succeed. spatial relation budgeis the fundamental objective of persuasive communicating. SJT follow outks to specify the conditions at a lower place which this change takes place and predict the bang and extent of the attitude change.SJT attempts to explain how likely a person might be to change their tactual sensation, the probable direction of that change, their tolerance toward the opinion of differents, and their level of commitment to their position (Mallard, 2010). Social judgmentis how we perceive people, how we form impressions about them and how we think about mixer things. Social psychology is concerned with how we make out these judgments, how accurate they are, and what are the consequences of these judgments. How we form source impressions and respond to people depends on how we judge them.Sometimes we judge people incorrectly. Misjudgments are the undercoat of prejudice and discrimination. In light if these, in geological formation we will emphasize to find out the effects of social judgment on variant professionals and their finis style. We try to find out where the social judgment genuinely brin gs change in the deciders mind. We will see then effects of social judgment on the mind of the these professional whose stopping point create a thrones of impact on other people. Now before we see how the SJT effects decision of the professional, we must first know what the decision is qualification process.Judgment is concerned with the discrimination and categorization of stimuli, it attempts to explain how attitudes are expressed, judged, and modified. (Darity, 2008) A judgment occurs when a person compares at least twostimuliand makes a pickax about them. With regard to social stimuli specifically, judgment processes incorporate both historic experiences and present circumstances. (Sherif C. , 1963). As a judgment process, categorization and attitude formation is a product of recurring instances so that past experiences influence decisions regarding aspects of the current situation.Therefore, attitudes are acquired. (Sherif, Sherif, Nebergaill, 1965). As we see that our ju dgment is based on the attitude that we have towards a certain object. And we chose our decision on basis of our judgment. exactly knowing this much unless isnt enough we must overly know what are the types of decision we make on basis of our judgment, do we accept object on basis of our judgment or we turn away it or we dont take our bias judgment under consideration. SJT illustrates how people compare their personal positions on forces to other peoples positions.Individuals hold both a personal position on an issue and latitudes of what they think is acceptable or unacceptable in general for other people. (Sherif, Sherif, Nebergaill, 1965)Social attitudes are not cumulative, especially regarding issues where the attitude is extreme. (Mallard, 2010) This means a person may not agree with less extreme stands congenator to his/her position, even though they may be in the same direction. accession people with same attitude may have different opinion on the same matter this is due to their past experience and knowledge.On basis of our judgment we have 3 twine of latitude where we accept, reject or non-commit to the object. There is the latitude of acceptance which is the range of ideas that a person sees as a reasonable or worthy of consideration, the latitude of rejection, which is the range of ideas that a person sees as unreasonable or objectionable, and finally the Latitude of non-commitment which is the range of ideas that a person sees as neither acceptable nor questionable. Griffin, 2011) Now, with this information imprinted in our minds, we will try analyze the effect of SJT on the professional whose decision affects other person. We will discuss on two explorees that were dont on professionals with regards to social judgment theory. The first study tries to identify the informational cues that driver-assessor-trained occupational therapist (DATOTs) consider when reservation driver licensing recommendations for quondam(a) and live onally aff licted clients. (Unsworth, 2007).The research focuses on the cues that clinicians believe that are most important when fashioning licensing decision. It was found that there were 8 major cues out of which 4 most important were driving instructors intervention, drivers behavior, cognitive and perceptual skill, vehicle handling and 4 lesser cues were road law knowledge, physical skill, sensory function and medical prognosis. (Unsworth, 2007) Although the ranks were seen that way the variation for the lesser important cues were very low nub they were main consideration by clinicians.So, then putting that prospect and adding it to the older and functionally impaired client, it is clear to say that they will be in disadvantage. The social judgment of clinician will focus more on the lesser cues while judging these clients. The second research focus on the autocratic aspect of the social judgment. Judgment analysis, the methodology of social judgment theory, has epoch-making potential for overcoming the limitations of a pure information-processing approach. It has been successfully used in a wide variety of fields, Such as medicine, finance and weather forecasting.It has in like manner been successfully used to analyze the relationship between individuals decision making in multidisciplinary rehabilitation teams that included occupational therapists. (Harries & Harries, 2001) This research studied prioritization policies in community mental health work it aimed to find out how SJT helps to make proper, accurate and right decision of mental health referrals. In this research the participants social judgment influenced their decision making even though the communications protocol said otherwise.This was very important because sometime the client who doesnt stop the basis criteria may need mental care the most. That can only be seen by the insight of participants. There biasness may save a person life. So, we see that two researches above proved one point first, that social judgment theory does effect the decision of professional thats what the boundary musical composition aimed to do. We clearly see that attitude, perception, past experience of these professionals effect the decision they make which might not be by the books.The term paper fulfilled its primary purpose but in the process it also shows that having social judgment is negative, it has it pros and cons. Sometimes having social judgment saves peoples live and sometimes it deprive people of their right. SJT helps it make better decision where the protocols arent very specific and are sketchy, in those scenarios our insight helps us a lot to differentiate whats right and whats wrong. In conclusion, we can say that whether the SJT has positive or negative impact, its existence is undeniable.Bibliography Darity, W. (2008). Social Judgment Theory Detroit. Detroit Macmillian Reference USA. Griffin, E. (2011). A first look at communication Theory. New York McGraw Hill. Harries, P. A . , Harries, C. (2001). Studying clinical reasoning, Part 2 Applying social judgement Theory. British Journal of occupational therapist, 64-69. hoyland, c. I. , Sherif, M. (1980). Social JudgmentAssimilation and contrast effect in communication and attitude change. Greenwood. Mallard, J. (2010). Communication Teacher.Sherif, C. (1963). Social categorization as a function of latitude of acceptance and series range. Journal of abnormal and social psychology, 148-156. Sherif, C. , Sherif, M. , Nebergaill, R. (1965). posture and attitude change. Philadelphia W. B. Saunders Company. Unsworth, C. A. (2007). Using Social Judgment Theory to study occupational therapists use information when making driver licensing recomendation for older and funcitionally impaired adults. The American journal of occupatonal Therapy, 493-502.