The most critical factor (and the one most difficult to change) in altering attitudes is the ________.

A) medium of the communication
B) audience's characteristics
C) message itself
D) source of the message

Altering Attitudes

The process of changing one’s own or another's stance, opinion, or feelings towards someone or something.

Audience's Characteristics

These are the traits, interests, demographics, and behaviors of the intended or actual audience of a message or product.

Medium Of Communication

Channels or systems through which information is transmitted from one entity to another, such as spoken language or media.