When we receive persuasive information, we locate it on our categories of judgment . Quite simply, we determine which category a given position belongs in. When we read an editorial that advocates a teacher pay raise, we will first determine which latitude it belongs in. Most teachers would probably find this editorial to be agreeable and would put it in their latitude of acceptance. The implication of this principle is direct.
Judgment is crucial to persuasion.
And, according to the theory, this judgment happens very rapidly. People do not passively take in information, then make judgments. No, instead, people are making these judgments as they receive the information. Thus, how people judge is the key first step in the persuasion process. Judgments of rejection make influence extremely difficult.