According to social judgment theory, where does the attitude toward the product fall when an advertising message is very different from a consumer's initial attitude toward the product?
A) latitude of acceptance
B) central route
C) latitude of rejection
D) peripheral range

Question

Quizplus · Accepted Answer

According to social judgment theory, the attitude toward the product will fall in the latitude of rejection when the advertising message is very different from the consumer's initial attitude toward the product. This means that the consumer will reject the message and maintain their original attitude towards the product. The latitude of acceptance refers to the range of attitudes that a consumer is willing to accept and the peripheral range refers to attitudes that are neither strongly accepted nor rejected. The central route refers to when consumers carefully evaluate the message and make a decision based on the content of the message.

According to Social Judgment Theory, Where Does the Attitude Toward