Stand Up, Speak Out: "17.1: Persuasion: An Overview: Social Judgment Theory” 

Read the description and applications for the Social Judgment Theory. This theory of persuasive communication predicts that individuals are more likely to agree with messages that they already judge as valuable. The more you know about the attitudes, beliefs, and values of the person you are trying the persuade, the better you are prepared to modify your message to align with their judgment. This theory is critical to understanding persuasive communication.