An audience member's intelligence affects their susceptibility to persuasion. People with lower intelligence are more easily persuaded than people with higher intelligence.

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Several features of an audience affect how easily they can be persuaded. These characteristics include the audience's attention, intelligence, self-esteem, and age.

Audience Features in Persuasion

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

OpenStax Psychology (2nd ed.) Textbook

In order for persuasion to occur, audience members must be paying attention to the persuasive message.

Attention and Persuasion

Intelligence and Persuasion

An audience member's level of self-esteem influences their persuadability. People with moderate self-esteem are more easily persuaded than people with higher or lower self-esteem.

Self-Esteem and Persuasion

Age is a factor that affects how easily an audience can be persuaded. Younger adults aged 18 to 25 are more persuadable than older adults.

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