Question

considering contrast and assimilation, when does an evaluation occur? what is assimilation and when does it occur? what is contrast and when does it occur?

Answer 1

The idea map is used for assimilation and assessment!

Contrast: - perceiving something to be more distinct than it actually is (away from the anchor)

• Messages having a rejection margin are compared (possible boomerang or backlash effect may occur)

Assimilation - is the process of evaluating something to be more similar than it actually is (toward the anchor)

• Messages having a wide range of acceptability are accepted (amount of persuasion depends on how far message is away from anchor)

What is Contrast and Assimilation?

• Contrast = when someone hears a message that contradicts their actual attitude because it is too far to the other side.
• When it falls within their rejection range, they perceive it to be more dissimilar to their opinion than it is.

To learn more about Contrast and Assimilation, click the links

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