future to achieve different results in similar scenarios. Essentially, one can effectively influence behavior by understanding an SJT approach to communication.
Succinctness as an evaluative criterion refers to the theory’s complexity. An effective theory can be expressed as simply as possible while retaining the necessary aspects. SJT, in the most succinct form possible, can be expressed as a theory that predicts whether or not a persuasive attempt will be successful based on message receiver attitudes (Sereno, 2014). SJT focuses on a single psychological variable and does not attempt to complicate its analysis with sub-categorized elements. Although it entails the creation of several measurement scales and considers anomalies such as assimilation …show more content…
Successful persuasion, as SJT demonstrates, requires monitoring of ego-involvement levels and careful control of the discrepancy issue between message senders and receivers. By understanding SJT and modifying message positions based on the size of the discrepancy gap, persuasive communicators can be successful in their goals when approaching both highly ego-involved and lowly ego-involved audiences. Returning to the evaluation of SJT, a final consideration is the SJT’s level of consistency, which refers to the theory’s logical basis and the necessity for the theory to neither contradict itself (i.e. internal consistency) nor other theories believed to be just as accurate and accepted (i.e. external consistency). From the description, evaluation, and application of the theory, it is clear that the theory maintains internal consistency and follows a logical methodology; there also no other accepted theories in existence that emphasize ego-involvement as a determinant variable or otherwise defy the theory’s external validity (Sereno, 2014). Although there may be other factors contributing to successful persuasion—as SJT focuses primarily on the psychological variable of ego-involvement and overcoming discrepancy—these factors are likely overshadowed in importance by the two aforementioned issues. Of course, further research is needed on the subject of persuasion, but for now, SJT works just as well in practical application as it does on
Succinctness as an evaluative criterion refers to the theory’s complexity. An effective theory can be expressed as simply as possible while retaining the necessary aspects. SJT, in the most succinct form possible, can be expressed as a theory that predicts whether or not a persuasive attempt will be successful based on message receiver attitudes (Sereno, 2014). SJT focuses on a single psychological variable and does not attempt to complicate its analysis with sub-categorized elements. Although it entails the creation of several measurement scales and considers anomalies such as assimilation …show more content…
Successful persuasion, as SJT demonstrates, requires monitoring of ego-involvement levels and careful control of the discrepancy issue between message senders and receivers. By understanding SJT and modifying message positions based on the size of the discrepancy gap, persuasive communicators can be successful in their goals when approaching both highly ego-involved and lowly ego-involved audiences. Returning to the evaluation of SJT, a final consideration is the SJT’s level of consistency, which refers to the theory’s logical basis and the necessity for the theory to neither contradict itself (i.e. internal consistency) nor other theories believed to be just as accurate and accepted (i.e. external consistency). From the description, evaluation, and application of the theory, it is clear that the theory maintains internal consistency and follows a logical methodology; there also no other accepted theories in existence that emphasize ego-involvement as a determinant variable or otherwise defy the theory’s external validity (Sereno, 2014). Although there may be other factors contributing to successful persuasion—as SJT focuses primarily on the psychological variable of ego-involvement and overcoming discrepancy—these factors are likely overshadowed in importance by the two aforementioned issues. Of course, further research is needed on the subject of persuasion, but for now, SJT works just as well in practical application as it does on