At which stage of receiving a message do the audience match their own interests with the information being offered?

In the stage of conviction, the audience evaluates the message being presented and begins to align it with their own interests and beliefs. This stage is crucial as individuals assess the relevance of the information to their personal values, experiences, or needs. They are not just absorbing information passively; rather, they actively consider how it fits into their existing framework of understanding and how it might affect their attitudes or decisions.

During conviction, the audience is more engaged than in previous stages—they are forming a sense of agreement or alignment based on what resonates with them personally. This is the phase where persuasive communication can have a significant impact, as individuals start to form a connection between the message and their own desires or viewpoints.

Awareness refers to the audience simply noticing or recognizing the existence of the message, while comprehension involves understanding the message's content. Commitment, on the other hand, is the stage where individuals take action or make decisions based on their convictions. Therefore, conviction is the key stage where matching personal interests with the information occurs, laying the groundwork for deeper engagement and potential action.