Prior attitude intensity involvement and salience, along with prior source competence, sociability, composure, extroversion, and character can be used as predictors of recall, of perception of the source's attitude, and of perception of the attitude revealed in the message. The relationship of prior attitudes and credibility to comprehension and selective exposure are the products of the kind of research methodology practiced. There is a relationship between sociability and recall and between composure and perception of attitudes. In addition, the conditions under which test individuals are exposed to messages affect the amount of variance that may be predicted in differing types of comprehension. (CH)