The Role of Comprehension Processes in Communication and Persuasion

Abstract

The impact of media communications on attitude formation and change clearly depends on how the messages are comprehended. Although the role of comprehension processes in communication and persuasion has a long history in social psychology (cf. Hovland, Janis, & Kelley, 1953; McGuire, 1964, 1968, 1972; Wyer, 1974), it has received little attention in media research. In this article, we discuss both theory and research that have implications for how the comprehension of communication at early stages of processing can impact attitudinal responses to media communications, including print and broadcast advertising, narrative television programming, newspaper articles, political messages, and donation appeals.