Factor 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.