According to social judgment theory, if a consumer is exposed to an advertising message that is very different from his initial attitude toward the product, the information in the message will fall within the consumer's _____.
A) latitude of acceptance
B) central route
C) latitude of indifference
D) latitude of rejection
E) peripheral range

Question

Quizplus · Accepted Answer

Social judgment theory suggests that messages too different from one's initial attitude fall into the latitude of rejection, where they are likely to be dismissed or counter-argued.

According to Social Judgment Theory, If a Consumer Is Exposed