Social Judgement Theory (SJT) is a communication theory that explains how people perceive and interpret persuasive messages. It posits that people judge messages based on their pre-existing attitudes, beliefs, and values, and the extent to which they feel those messages fall within their latitude of acceptance or rejection. In this article, we will delve into how SJT is used in different contexts to influence audience attitudes and behaviors.


One of the most common applications of SJT is in advertising. Advertisers use SJT principles to create messages that resonate with their Target audience’s attitudes and values. For example, an ad for a luxury car might be designed to appeal to consumers who value status and prestige, while an ad for an eco-friendly detergent might be designed to appeal to consumers who prioritize environmental sustainability.

Example: An advertisement for a new smartphone might feature a tech-savvy young person using the device to capture stunning photos and videos. The message is designed to appeal to individuals who value technology and innovation.


Political campaigns also use SJT principles to persuade voters. Campaign strategists tailor their messaging based on the demographics, beliefs, and values of different voter segments. For instance, a campaign Targeting senior citizens could emphasize issues like healthcare and social security while a campaign Targeting millennials could focus on student loan debt relief.

Example: A political candidate running for office might use SJT principles by framing their policy positions in terms of what resonates with different segments of voters. They may emphasize job creation when speaking to blue-collar workers or climate change when speaking with environmental activists.

Social Movements

Social movements often use SJT principles as they seek to persuade society about certain issues or causes. Activists use messaging strategies that resonate with the values of their Target audience while highlighting the harms caused by the current status quo. Social movements aim to shift people’s attitudes and behaviors towards their cause.

Example: A climate change advocacy group might use SJT principles to frame their messaging around the impacts of climate change on future generations, using language that appeals to individuals who value preserving the environment for future generations.


In personal interactions, we often use SJT principles to persuade others. We tailor our messaging based on what we know about the other person’s attitudes and values, trying to present our arguments in a way that is most likely to be accepted. This can include strategies like finding common ground or using emotional appeals.

Example: A salesperson might use SJT principles by emphasizing how a product can help solve the customer’s specific problem or need, rather than focusing solely on features and specifications.


Social Judgement Theory is an important tool for understanding how people perceive and interpret persuasive messages. By understanding the attitudes, beliefs, and values of their audience, communicators can create messages that are more likely to be accepted and acted upon. Whether in advertising, politics, social movements or personal interactions, SJT can help us become more effective communicators.