Weekly Reading Notes

timer Asked: Sep 26th, 2018
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Question Description


  • Explain social judgement theory. How does contrast and assimilation lead to bad decision making? Please give examples.
  • What are the two major information processing routes according to the elaboration likelihood model? Which one is more useful in advertising? Which one is more advertising in decision making in groups? Why?
  • What makes group members identify with their group identity? Use examples.

Tutor Answer

School: Carnegie Mellon University


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When we are presented with the same idea, in the same way, we tend to take a different
meaning from it. This is simply because our judgmental processes and effects mediate our
attitude change. Therefore, when a group of people is presented with the same idea, each person
will understand the message and compares its position with their own position. Social judgment
theory argues that our position in an issue will depend on factors such as our anchor, alternatives
such as acceptable, rejected and noncommittal and our person’s ego involvement. Anchor refers
to the person’s position on the issue. This will directly impact their alternatives and their will
either accept or reject the issue or they classify themselves as noncommittal. A person’s ego...

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