Explain social judgment theory. What is the basic premise? Explain the concept of the anchor

and the latitudes.

Discuss how you could apply, or have applied, this theory to persuasive
speaking – either in a formal classroom speech or in another context (such as your workplace).
What will be an ideal response?

Social judgment theory holds that that listeners compare their own feelings on an issue
(the anchor) to that of a speaker, based on their feelings, experiences, and ego-involvement with
the issue. The continuum of possible positions is divided into the latitude of acceptance (within
which a person's anchor falls), the latitude of rejection (positions that are totally unacceptable,
at either extreme), and the latitude of noncommitment (tolerable positions) People most egoinvolved will be most resistant to change. Speakers should analyze the audience, use arguments
with a small or moderate difference from the listeners' position, and argue for acceptance of a
position that is no more than two positions from the listeners' anchor. Further, they should keep
in mind that listeners distort information and that attempted persuasion can have a boomerang
effect in which the listeners' position is strengthened.