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This research is concerned with the relationship between recipient characteristics and message comprehension as important antecedent conditions of attitude change. The experiment was conducted on a sample of 122 male university graduates, aged between 25 – 24 years. The result were subjected to an analysis of variance based on a  2 * 2 * 2   factorial design.

The results revealed that the characteristics of authoritarianism and conformity were significant in attitude change. There were also significant differences on message comprehension between the various subgroups, apart from conformity vs. non-conformity. By discriminating between recall of argumentation as an indicator of message comprehension, and recall of conclusion as an indicator of message acceptance, it was found that there were significant differences between authoritarian and non-authoritarian. There were also significant differences on the recall of conclusion based on the student’s initial attitude toward the experimental source and message.