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 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|last1=Gigerenzer|first1=Gerd|last2=Gaissmaier|first2=Wolfgang|date=2011-01-10|title=Heuristic Decision Making|journal=Annual Review of Psychology|language=en|volume=62|issue=1|pages=451–482|doi=10.1146/annurev-psych-120709-145346|pmid=21126183|issn=0066-4308|url=http://edoc.mpg.de/564971|hdl=11858/00-001M-0000-0024-F16D-5|hdl-access=free}}</ref>