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SOCIAL JUDGMENT
THEORY(SJT)

SJT suggests that people make judgments on information (that aims to persuade) as they receive it, placing it on one of three latitudes: the latitude of acceptance, the latitude of non-commitment, and the latitude of rejection. SJT advocates that persuasion occurs at the end of the process, where a person perceives a message then compares it with the position he or she advocates regarding the subject or issue at hand.

OD ESSENCE:
A planned message that is congruent to the personal preferences of the targeted recipient brings about persuasion to act in response to the content of the message.