Social Judgment Theory examines how people evaluate messages or ideas based on their existing views. People have a latitude of acceptance for ideas they agree with, a latitude of rejection for those they disagree with, and a non-committal area in between. High ego-involvement in a topic can lead to errors in judgment as people shift their anchors and assimilate or contrast information to fit their views. To persuade, one should appeal to a person's latitude of acceptance and avoid triggering a boomerang effect. Social Judgment Theory highlights how people judge messages, potential perceptual errors, and strategies for effective persuasion. However, questions remain around the ethics of intentionally manipulating people's views.