Social Judgment Theory
Muzafer Sherif
Interpersonal Communication—Influence
Elaboration Likelihood Model
Theory Overview (7th Edition)
Abstracts appear in Appendix A of the text
The larger the discrepancy between a speaker's position and a listener's point of view, the greater the change in attitude—as long as the message is within the hearer's latitude of acceptance. High ego-involvement usually indicates a wide latitude of rejection. Messages that fall there may have a boomerang effect. (Socio-psychological tradition)