The social judgment theory, developed by Carolyn W. and Muzafer Sherif, attempts to define certain aspects of attitude and attitude change from a psychological standpoint. Various web sites highlight and discuss practical applications of the theory. This particular page will attempt to focus on aspects of the approach that involve consumer attitudes related to advertising.

Areas that can be accessed from this site include a summary of the approach and a practical example. The summary includes a model that will illustrate the direction of the theory's processes more clearly, as will the example found in Sherif and Hovland's work. The unique aspect of this site is the connection to advertising and how social judgment effects attitudes towards products. An advertising approach will be applied to the previous model. From this site you can also access other sites that discuss the social judgment theory, as well as a bibliography of literature on the topic.