The receiver is a vital component of persuasion, because it's the receiver who must take action, who must make a decision, or whose attitudes must change.
A message that persuades one person may leave another unmoved. Why? For now we can simply note that two of the factors determining how much influence a persuasive message has on an individual are the reciever's personality and his or her personal involvement in the issue. A person who feels threatened by change will be much harder to influence than one who feels confident and secure.Similarly, a decision maker will be particularly cautious in taking action on an issue that will directly affect his or her CAREER.
