Theory Social judgment theory can be described as a communication model. It tries to explain when a persuasive communication is most likely to result into a change of perspective. The theory outlines the conditions under which the changes take place and then predicts the direction and extent of the change of attitude (Hovland, Carl, Sherif, Muzafer 1961, qtd in Littlejohn & 2008, p. 73). The chief point of the social judgment theory is that a judgmental process achieves attitude change. Eventually, persuasion occurs where a person understands the message and compare with the person’s opinion on the given issue. A person’s position is influenced by the person‘s most preferred position, i.e. the person’s ego on the prevailing circumstances