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The Heuristic Systematic Model (HSM) is one of the two most widely recognized communication models of persuasion. The other model is the Elaboration Likelihood Model (ELM). Both models were predominately developed in the early-to-mid 1980’s and shared many of the same concepts and ideas (Albarracin & Johnson). Over three decades earlier, research into how people process persuasive messaging focused mainly on cognitive theories and the way the mind processed individual inputs. One guiding principle of underlying motivations of persuasive communications comes from Festinger’s (1950) statement that incorrect or improper attitudes are generally maladaptive and can have deleterious behavioral, affective, and consequences. In 1953, Hovland, Janis, and Kelley noted that a sense of "rightness" accompanies holding opinions similar to the opinions of others. In 1987, Holtz and Miller reaffirmed this line of thought by noting, “When other people are perceived to hold similar attitudes, one's confidence in the validity of one's own attitude is increased” (Petty & Cacioppo, pp. 5-6). Another concept that contributed to the HSM was the Sufficiency Principle. This principle reflected widespread notions that perceivers used limited cognitive resources, or “economy-minded” information processing when presented with persuasive information. Based on this thought, early assumptions said people were at least partially guided by the “principle of least effort.” This principle stated that in the interest of economy, the mind would often process with the least amount of effort (heuristic), and for more detailed information processing would use more effortful processing (systematic). This was the major difference with the ELM, which described the two different ways information was processed, through central and/or peripheral processing (Chaiken & Trope p. 74). Ideas contributing to the development of both persuasion models continue to be refined, “Although people want to hold correct attitudes, the amount and nature of issue-relevant elaboration in which they are willing or able to engage to evaluate a message vary with individual and situational factors (Petty & Cacioppo, pp. 6-7).” All these concepts and ideas led to the simultaneous development of the ELM and HSM.
== Heuristic Processing ==
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