Ego-involvement: Ego-involvement refers to how personally relevant an issue or topic is to an individual. It influences how open-minded or resistant someone may be to attitude change.
Latitudes: Latitudes in social judgment theory refer to the ranges within which an individual's attitude falls. The latitude of acceptance represents opinions that are agreeable to them, while the latitude of rejection represents opinions they strongly disagree with.
Assimilation: Assimilation occurs when individuals perceive a persuasive message as falling within their latitude of acceptance, leading them to view it as more similar to their own viewpoint than it actually is.