Heuristic-systematic model of information processing: Difference between revisions

Revision as of 22:15, 16 June 2024

Revision as of 22:16, 16 June 2024

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== Systematic processing ==

Systematic processing involves comprehensive and analytic, cognitive processing of judgment-relevant information.<ref name=Chen /> The systematic approach values source [[Reliability (statistics)|reliability]] and message content, which may exert stronger impact on persuasion, when determining message validity.<ref name=Chaiken /> Judgments developed from systematic processing rely heavily on in-depth treatment of judgment-relevant information and respond accordingly to the [[Semantics|semantic]] content of the message.<ref name=Chen /> Recipients developing attitudes from a systematic basis exert considerable cognitive effort and actively attempt to comprehend and evaluate the message's arguments. When processing systematically, recipients also attempt to assess their validity as it relates to the message's conclusion. Systematic views of persuasion emphasize detailed processing of message content and the role of message-based cognitions in mediating opinion change. While recipients utilizing systematic processing rely heavily on message content, source characteristics and other non-content may supplement the recipients’ assessment of validity in the persuasive message.<ref name=Chaiken />

== Choosing systematic or heuristic processing ==