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Social Judgment Theory
Muzafer Sherif

Interpersonal Communication: Influence


Theory Overview (9th Edition)

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)

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