Essay The Success And Failures Of Persuasive

1537 Words Nov 30th, 2014 7 Pages
The course of human history has been determined by persuasion. The successes and failures of persuasive attempts will forever influence how people interact, behave, and communicate. The failure to persuade, in particular, has serious repercussions, and understanding why one’s persuasive attempts fail is the first step to becoming a better persuasive communicator. One theory that most effectively predicts the likelihood of success or failure in persuasion is Social Judgment Theory, first proposed by psychologist Muzafer Sherif (“Social Judgment Theory,” 2008). Understanding Social Judgment Theory (SJT) allows one to not only predict how effective persuasive attempts will be, but to craft his or her messages to be more persuasive in the future—an exceptionally useful skill in high stakes negotiation. The effectiveness of SJT can be seen through a thorough analysis of the theory, first via description and evaluation, and then through practical application. Demonstrating SJT in a realistic scenario highlights the theory’s importance in society and its effectiveness in explaining and predicting persuasive communication.
Description of Theory Social Judgment Theory consists of several components that must be accounted for before applying the theory to real-life situations. Its primary focus is on the concept of ego-involvement, a psychological variable that measures how strongly one feels about a topic (Sereno, 2014). To measure ego-involvement, SJT relies on quantitative,…

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