Techniques of Attitude Change One.Hovland Research'Two-Sided Messages Social judgment theory proposes that people make evaluations(judgments)about the content of messages based on their anchors,or stance,on a particular topic messages(Sherif Hovland,1961; Sherifet al.,1965).In addition to an individual's anchor,which includes ideas for which you have no opinion-you neither accept nor reject these ideas. A person's reaction to a persuasive message depends on his or her position on the topic(Sherif Hovland,1961).Accordingly,the first step in the social judgment process is to map receivers' attitudestoward a topic.Techniques of Attitude Change • One. Hovland Research’ Two-Sided Messages • Social judgment theory proposes that people make evaluations (judgments) about the content of messages based on their anchors, or stance, on a particular topic messages (Sherif & Hovland, 1961; Sherifet al., 1965). In addition to an individual’s anchor, which includes ideas for which you have no opinion—you neither accept nor reject these ideas. A person’s reaction to a persuasive message depends on his or her position on the topic (Sherif & Hovland, 1961). Accordingly, the first step in the social judgment process is to map receivers’ attitudestoward a topic