The Social Judgment Theory

The Social Judgment Theory is a communication framework that explains how people evaluate and respond to persuasive messages based on their existing beliefs and attitudes. When presented with new information, individuals categorize it into three zones: acceptance (ideas they agree with), rejection (ideas they disagree with), and non-commitment (neutral or uncertain). The more someone's viewpoint is anchored in their beliefs, the harder it is for them to accept opposing ideas. This theory highlights the importance of understanding audience attitudes when trying to persuade or influence others effectively.