TRAITS OF CONSUMER BEHAVIOR | A Term Paper on the traits of Consumer Behavior | BY SUSHIL TAMANG |

Submitted to:
Mr. Rupesh K. Shrestha
Facilitator, Consumer Behavior
Submitted to:
Mr. Rupesh K. Shrestha
Facilitator, Consumer Behavior

Social judgment theory (SJT) is a persuasion theory proposed by Muzafer Sherif and Carl Hoyland (hoyland & Sherif, 1980). According to Sherif, Social Judgment Theory is the perception and evaluation of an idea by comparing it with current attitudes. We do this by weighing every new idea by comparing it with our present point of view (hoyland & Sherif, 1980).
SJT is a theory that focuses on the internal processes of an individual's judgment with relation to a communicated message. SJT
Plus people with same attitude may have different opinion on the same matter this is due to their past experience and knowledge. On basis of our judgment we have 3 range of latitude where we accept, reject or non-commit to the object. There is the latitude of acceptance which is the range of ideas that a person sees as a reasonable or worthy of consideration, the latitude of rejection, which is the range of ideas that a person sees as unreasonable or objectionable, and finally the Latitude of non-commitment which is the range of ideas that a person sees as neither acceptable nor questionable. (Griffin, 2011)
Now, with this information imprinted in our minds, we will try analyze the effect of SJT on the professional whose decision affects other person. We will discuss on two researches that were don’t on professionals with regards to social judgment theory.
The first study tries to identify the informational cues that driver-assessor-trained occupational therapist (DATOTs) consider when making driver licensing recommendations for older and functionally impaired clients. (Unsworth, 2007). The research focuses on the cues that clinicians believe that are most important when making licensing decision. It was found that there were 8 major cues out of which 4 most important were driving instructors intervention, drivers behavior, cognitive and perceptual skill,