The Social Judgement Theory looks into how one is able to have their perception of an idea moved by comparing it with current attitudes.
Social Judgement is often metaphorized as an anchor. You have your view anchored on one side, and it is gradual process to move it to the other side. Just like an anchor is heavy, our biases prevent us from jumping from one extreme to another. This is a powerful tool in persuasion.
In the first frame of the above comic strip, Bill Waterson's Calvin has already made up his mind that he does not like the dish in front of his nose. His father tries to push him into the opposite perspective - "You'll love it"- and Calvin vehemently resists. Calvin is grounded in the idea that the food will be disgusting and, possibly, poisonous.
However, I recall another Calvin dinner comic, the only one where Calvin eats his mystery meal. His father tries to find a common ground with him. Calvin loves monsters so his father convinces him that if he eats the food, he will mutate into something cool. Suddenly the risk of an unpleasant taste pales in comparison to the thrill of becoming a mutant, and Calvin digs in.
That's a silly example, but it's an important theory to remember. When trying to convince someone to take a different stance on moral idea (like abortion), we cannot force them to just jump to the other side of the argument. We need to begin with the common ground (such as, babies are amazing creatures), and slowly move on from there.
So next time you're in a debate or having an ethical discussion, keep this theory in mind.
In the first frame of the above comic strip, Bill Waterson's Calvin has already made up his mind that he does not like the dish in front of his nose. His father tries to push him into the opposite perspective - "You'll love it"- and Calvin vehemently resists. Calvin is grounded in the idea that the food will be disgusting and, possibly, poisonous.
However, I recall another Calvin dinner comic, the only one where Calvin eats his mystery meal. His father tries to find a common ground with him. Calvin loves monsters so his father convinces him that if he eats the food, he will mutate into something cool. Suddenly the risk of an unpleasant taste pales in comparison to the thrill of becoming a mutant, and Calvin digs in.
That's a silly example, but it's an important theory to remember. When trying to convince someone to take a different stance on moral idea (like abortion), we cannot force them to just jump to the other side of the argument. We need to begin with the common ground (such as, babies are amazing creatures), and slowly move on from there.
So next time you're in a debate or having an ethical discussion, keep this theory in mind.
- L
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