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

Question

Quizplus · Accepted Answer

The social judgment theory proposes that consumers compare new information to their existing attitude about a particular object or issue, and then either accept or reject it based on how consistent it is with their current attitude. This theory suggests that persuasion is most likely to occur when the message falls within the consumer's latitude of acceptance.

Which Theory of Persuasion Proposes That Consumers Compare Incoming Information