Changing Latitudes: A Quantitative Measure of Social Judgment Theory

Author:

• Matthew R. Gale (Univ of Northern Colorado)

Abstract:

In an ideal world a message could be conveyed to a receiver and there would be no uncertainty whether they would accept, reject or be noncommittal to the content. Unfortunately in many situations the sender has no idea how their message will be interpreted by the receiver. This dilemma is apparent in many scenarios such as sales, human resources, politics etc. This study will focus on two aspects of research. The first will be to predict latitude shifts in research subjects. The second will be to examine how well Source Credibility acts as predetermination of Latitude of Acceptance.