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[[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 related to the concept of "[[satisficing]]."<ref>{{Cite journal|last=Simon|first=Herbert A.|date=1955|title=A Behavioral Model of Rational Choice|journal=The Quarterly Journal of Economics|volume=69|issue=1|pages=99–118|doi=10.2307/1884852|jstor=1884852}}</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. (1999). Motivated Heuristic and Systematic Processing. Psychological Inquiry, 10(1), 44. Retrieved from SocINDEX database</ref> Due to the use of knowledge structures, a person using heuristic information processing is 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 processing, heuristic processing entails judging the [[Validity (logic)|validity]] of messages by relying more on accessible context information, such as the identity of the source or other non-content cues. Thus, heuristic views de-emphasize detailed information evaluation and focus on the role of simple rules or cognitive heuristics in mediating persuasion.<ref name="Chaiken" /><ref>{{Cite journal|
Individuals may be more likely to use heuristic processing when an issue is less personally important to them (they have low “issue involvement”) or when they believe their judgment will not have significant impacts on themselves (low “response involvement”).<ref name="Chaiken" />
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Research into information processing, especially in persuasive messaging, has a natural application in advertising. For instance, HSM has been used in Internet webpage considerations. In a 2002 study by Wathen & Burkell, they proposed a theory that separated the evaluation process into distinct segments. In the theory, the process began with low-effort examinations of peripheral cues (e.g., appearance, design, organization, and source reputation) then continued to a more high-effort analysis of the content of the information source. The proposed research also drew on social psychological theories of dual-processing, which stated that information processing outcomes were the result of interaction between a fast, associative information-processing mode based on low-effort heuristics, and a slow, rule-based information processing mode based on high-effort systematic reasoning. Wathen and Burkell proposed (but did not test) that if an individual determines that an online source does not meet an appropriate level of credibility at any one stage, then he or she will leave the site without further evaluation. They theorized that this “easy to discard” behavior was indicative of information-rich environments, where the assumption is that many other potential sources of information exist, and spending too much time on any one source is potentially wasteful.<ref name="wathen">Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American Society for Information Science and Technology, 53(2), 134–144</ref>
The HSM has also been applied in medical decision-making contexts. A 2004 study by [[Suzanne Chambers|Suzanne K. Steginga]], PhD, and Stefano Occhipinti, PhD, [[Queensland Cancer Fund]] and the School of Applied Psychology, [[Griffith University]], [[Queensland]], [[Australia]], investigated the utility of the heuristic-systematic processing model as a framework for the investigation of patient decision making. A total of 111 men diagnosed with localized prostate cancer were assessed using [[verbal protocol analysis]] and self-report measures. The results showed: "Most men (68%) preferred that decision making be shared equally between them and their doctor. Men's use of the expert opinion heuristic was related to men's verbal reports of decisional uncertainty and having a positive orientation to their doctor and medical care; a desire for greater involvement in decision making was predicted by a high internal locus of health control. Trends were observed for systematic information processing to increase when the heuristic strategy used was negatively [[affect (psychology)|affect]]-laden and when men were uncertain about the probabilities for cure and side effects. There was a trend for decreased systematic processing when the expert opinion heuristic was used. Findings were consistent with the heuristic-systematic processing model and suggest that this model has utility for future research in applied decision making about health issues.<ref name="app">{{cite journal|authors=Steginga, Suzanne K.; Occhipinti, Stefano|title=The Application of the Heuristic-Systematic Processing Model to Treatment Decision Making about Prostate Cancer|journal=Med Decis Making|year= 2004|volume=24|number=6|pages=573–583|doi=10.1177/0272989X04271044|pmid=15534339|s2cid=36170137}}</ref>
== Direction of future research ==
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