In persuasive communication, what does the audience's ability influence?

In persuasive communication, the audience's ability significantly influences the comprehensiveness of message processing. When individuals are capable of understanding the content being presented, they engage in deeper cognitive processing. This means they are more likely to analyze, evaluate, and reflect on the arguments being made rather than simply accepting them at face value. Comprehensive processing often leads to a stronger and more lasting change in attitudes, as the audience actively engages with the information.

For example, if an audience has prior knowledge about a topic, they are in a better position to critically assess the arguments and evidence provided in a persuasive message. This depth of processing can help them to identify strengths and weaknesses in the arguments or reconcile any conflicting information they may have encountered in the past.

In contrast, when the audience's ability to process the message is limited—due to factors such as lack of knowledge, distractions, or cognitive overload—they are less likely to fully engage with the content, leading to superficial processing. This can result in a weaker attitude change, or the audience may rely on peripheral cues (like the attractiveness of the communicator) rather than the actual arguments presented. Thus, the comprehension level significantly shapes how persuasive communication is received and internalized.