Heuristic-systematic model of information processing: Difference between revisions

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== Heuristic Processing ==

Heuristic processing uses judgmental rules known as knowledge structures that are learned and stored in memory <ref name=Chen />. The heuristic approach offers an economic advantage by requiring minimal cognitive effort on the part of the recipient<ref name =Chaiken>Chaiken, S. (1980). Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion. Journal of Personality & Social Psychology, 39(5), 752-766. Retrieved from SocINDEX database.</ref>. Heuristic processing is governed by availability, accessibility, and applicability. Availability refers to the knowledge structure, or heuristic, being stored in memory for future use. Accessibility of the heuristic applies to the ability to retrieve the memory for use. Applicability of the heuristic refers to the relevancy of the memory to the judgmental task. <ref name=Chen>Chen, S., Duckworth, K., & Chaiken, S. (n.d). Motivated Heuristic and Systematic Processing. Psychological Inquiry, 10(1), 44. Retrieved from SocINDEX database</ref>. Due to the use of knowledge structures, heuristic information processors are likely to agree with messages delivered by experts, or messages that are endorsed by others, without fully processing the semantic content of the message<ref name=Eagly>Eagly, A.H. & Chaiken, S. (1993). Process theories of attitude formation and change: The elaboration likelihood and heuristic-systematic models. In A.H. Eagly & S. Chaiken, (Eds.), The psychology of attitudes. Orlando: Harcourt Brace: pp. 303-350.</ref>. In comparison to systematic recipients, in judging the validity of messages and rely more on accessible information such as the identity of the source or other non-content cues which exert more impact on persuasion than message characteristics. Heuristic views de-emphasize detailed information processing and focuses on the role of simple rules or cognitive heuristics in mediating persuasion<ref name=Chaiken />.

== Systematic Procssing ==