Social judgment theory
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Social judgment theory (SJT) is a self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland, defined by Sherif and Sherif as the perception and evaluation of an idea by comparing it with current attitudes. According to this theory, an individual weighs every new idea, comparing it with the individual's present point of view to determine where it should be placed on the attitude scale in an individual's mind. SJT is the subconscious sorting out of ideas that occurs at the instant of perception.
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Alternative models
- Elaboration likelihood model – emphasizes the two routes of persuasion – central (cognitive arguments) and peripheral (emotional influence).
- Social impact theory - emphasizes the number, strength and immediacy of the people trying to influence a person to change their mind.
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