Effects of Criticism to Attitude Change

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The best theory to addresses how people’s attitudes change as situations and involvement change is social judgment theory. A review of the literature on social judgment theory (SJT) improves understanding of one’s own judgment process and of one’s work, marital and interpersonal relationship. The social judgment theory of attitude change was first presented by the U.S.-based Turkish psychologist Muzafer Sherif (1906–88) and the U.S. psychologist Carl I(vor) Hovland (1912–61) in Social Judgment (1961). SJT attempted to explain how attitude change is influenced by judgmental processes. The focus of SJT was about attitude change on a specific issue that results from judgments on related issues. This study provides insight literature
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However, Carl Hovland died before completing the book Social Judgment in 1961, thus Sherif carried on their study and published the book after Hovland's death (Sherif & Hovland, 1961). Carolyn W. Sherif, Muzafer Sherif’s wife, is one of primary theorist of social judgment theory (Sherif et al., 1965). Carolyn W. Sherif and Muzafer integrated the social judgment-involvement approach into the study of individual attitude and behavior within the patterned interaction of such groups in Attitude and Attitude Change: The Social Judgment-Involvement Approach (1965), the book in which the social judgment-involvement theory is detailed.
Fundamental Theoretical Ideas
The focus of SJT is that an attitude change on a specific issue will result from judgments on related issues. Because we cannot observe a person's attitude using traditional research methods, therefore the social judgment theory was developed (Sherif & Sherif, 1968). Based on Muzafer Sherif and Carl Hovland’s research (1961), they establish the ordered alternative questionnaire to measure the judgments. The questionnaire requires that the participant rate a list of statements as being acceptable, objectionable, or non-commitment (neither acceptable nor objectionable). An individual’s latitudes of acceptance, rejection, and non-commitment represent an individual’s feelings about the topics. According to Sherif et al.

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