Which theory of persuasion proposes that consumers compare incoming information to their existing attitudes about a particular object or issue?
A) elaboration likelihood theory
B) social judgment theory
C) mood-congruence theory
D) balance theory
E) comparison theory

Question

Quizplus · Accepted Answer

Social judgment theory proposes that consumers compare incoming information to their existing attitudes about a particular object or issue, and then categorize the message as either acceptable, reject it, or remain neutral. This theory suggests that persuasion is most effective when the message falls within the "latitude of acceptance" for the individual's preexisting attitudes.

Which Theory of Persuasion Proposes That Consumers Compare Incoming Information