Final answer:
According to social judgment theory, when a message is perceived within the latitude of rejection by an individual, a contrast effect occurs.
Step-by-step explanation:
According to social judgment theory, if a message is perceived as falling in the latitude of rejection, a contrast effect occurs. This means that the attitude of the listener or viewer is opposing enough to the presented message that they see it more unfavorably than they might if it were closer to their own beliefs, thereby increasing the perceived distance between their own view and the message. Social judgment theory posits that message persuasion is contingent upon three latitudes: acceptance, noncommitment, and rejection. When a message falls into the latitude of rejection, people not only disagree with it but also tend to view it as more extreme than it is.