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To change an attitude, first we must understand the audience’s attitudes. Then we will see how it relates to the listeners’ judgments of the persuasive messages.[14] In other words, persuasion occurs at the end of the process where a person understands a message then compares the position it advocates to the person's position on that issue. This particular position on an issue is dependent on a few factors: - their anchor point: the person's most preferred position - the persons's judgment of the various alternatives (lattitudes of acceptance, rejection and non-commitment) - the person's level of ego-involvement

It is also essential to judge how close or far away one's position is. The next step is to shift one's position in response to the argument made. An individual adjusts an attitude once he or she has judged a new position to be in his or her latitude of acceptance. If someone judges that message to be in his or her latitude of rejection, they will also adjust their attitude, but in the opposite direction from what they think the speaker is advocating.[15]

A key point of Social Judgement Theory is that attitude chanc

The key point of the Social Judgment Theory is that attitude change (persuasion) is mediated by judgmental processes and effects. Put differently, persuasion occurs at the end of the process where a person understands a message then compares the position it advocates to the person's position on that issue. A person's position on an issue is dependent on:

the person's most preferred position (their anchor point), the person's judgment of the various alternatives (spread across their latittudes of acceptance, rejection, and noncommitment), and the person's level of ego-involvement with the issue.