Cards (3)

    • What is factor 3?
      Recipient
    • Intelligence
      ·         According to this theory, highly intelligent people are harder to persuade than those with low intelligence.
      ·         This is because they have the cognitive resources to process complex messages, so may resist persuasion.
      ·         People of low intelligence more persuadable because they do not fully understand the message or pay attention to it.
    • Self esteem:

      People lacking self-esteem are easier to persuade than people who have high self-esteem.
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