Theory 10 and an update

Theory Piece 10: Social Judgment Theory

What the Theory says:
 Muzafer Sherif; people make implicit comparisons between other people's positions on subject matters and their own; persuasion occurs when persuasive targets perceive that the advocated position is similar to their own

Basically a person's attitude or their own beliefs form a foundation which all of their other positions are based. If they think that an advocated position is similar to their own than they will accept it, this is the assimilation effect. If they think the position has a significant difference from their own views they will reject it, this is the contrast effect.

How it relates:
I know that I won't download a cell phone app unless I've seen a friend have it or talk about it. I relate this Theory to text no more in a sense that if someone strongly believes that they should be allowed to do what they want while driving, than it doesn't matter how cool the rewards, or how strongly we advocate against texting and driving, the contrast effect will ensue and our target would not download the Text No More app. But! This opens up, in my mind, another perspective. Focusing on the assimilation effect, if someone feels strongly about any other "No ______ and driving" then we can reach positively appeal to them. This opens a branch to drinking and driving, talking on the phone and driving, as well as smoking and driving (while children are in the car) which is an upcoming initiative here in Oregon [especially Portland].

Just an update: (The evening of April 4th to the morning of April 7th)

I've been preparing questions for my interview with Rodney although I have not herd from him. This is rather awkward because I see his posts and updates on Facebook... I've also been tweeting and posting, as well as researching for these theory pieces.

Total Hours: 135