Sherif's social judgement theory (1965) explains what?
A) Why a consumer might selectively perceive messages about an issue to be more favourable than perhaps they really are, if that message is within their latitude of acceptance
B) Why consumers become susceptible to social influences
C) Why consumers make references to reference groups
D) Why some consumer behaviour cannot be explained via rationalistic approaches

Question

Quizplus · Accepted Answer

Sherif's social judgment theory primarily focuses on how individuals perceive and evaluate messages, particularly in the context of their existing attitudes. It posits that if a message falls within a person's latitude of acceptance, they are likely to perceive it more favorably, aligning with choice A. This theory does not directly address the susceptibility to social influences, reference to reference groups, or the irrational aspects of consumer behavior as outlined in choices B, C, and D.

Sherif's Social Judgement Theory (1965) Explains What