2. What does social judgment theory focus on? Explain the authors choice to use latitude to describe peoples attitudes rather than conceptualizing an attitude as a single point on a scale. 3. There are two types of message judgment errors, assimilation and contrast errors. Please explain these errors and at what stage in the social judgment theory process these errors occur. 4. What are the two ELM routes? Describe each using an example. 5. Please explain the role of ability in the ELM and where it occurs. 6. True or false: The two ELM routes are mutually exclusive. Please explain your answer..