Full Text

Latitude of Acceptance

Michael Kunczik


Subject Communication Studies » Communication Reception and Effects
Sociology » Social Psychology

DOI: 10.1111/b.9781405131995.2008.x


Extract

Social-judgment theorists ( Sherif & Hovland 1961 ) assume that →  attitudes concerning important topics are bipolar. People have an internal reference scale. The initial attitude on an issue with high ego-involvement influences the reaction to a communication representing a different view (→  Involvement with Media Content ). The discrepancy of a communication from one's own position is decisive for the amount of change achieved by a source because message discrepancy affects the perception of the quality of a message. More discrepant messages are perceived as being more unfair, more illogical, more boring, etc. In order to explain whether a person will change toward or away from a position advocated by a source, Sherif and Hovland (1961) segmented an attitude on a pro and contra issue into three parts (assimilation-contrast theory): latitude of acceptance, latitude of non-commitment (zone of indifference), and latitude of rejection (→  Attitudes, Values, and Beliefs, Media Effects on ; Cumulative Media Effects ; Hovland, Carl I. ). Within the latitude of acceptance (on an attitude scale the position most acceptable to a person on a given topic plus other positions which are considered acceptable), a source's opinion is distorted perceptually as being more similar to one's own opinion than it really is (“assimilation effect”). Attitude change is unlikely because the ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:

 

     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.


[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top