Heuristic-systematic model of information processing: Difference between revisions

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== Choosing systematic or heuristic processing ==

Both heuristic and systematic processes may occur independently. It is also possible for both to occur simultaneously in an additive fashion or in a way that the judgmental implications of one process lend a [[bias]] nature to the other.<ref name=Chen /> The heuristic-systematic model includes the hypothesis that attitudes developed or changed by utilizing heuristic processing alone will likely be less stable, less resistant to [[Counterargument|counterarguments]], and will be less predictive of subsequent behavior than attitudes developed or changed utilizing systematic processing.<ref name=Chaiken />

Message recipients using heuristic processing may sometimes choose to accept message conclusions they would otherwise have rejected, or vice versa, had they invested more time and effort to scrutinize the message.<ref name=Chaiken />

[[Source credibility]] affects persuasion under conditions of low, but not high, issue-involvement and response-involvement.<ref name="Chaiken" />

When economic concerns are predominant, the recipient will likely use heuristic processing to form a judgmentjudgement about the persuasive argument. Conversely, when reliability concerns are predominant (i.e., recipients perceive significant importance in accurately judging an argument), they will likely use a systematic processing strategy. Reliability concerns are influenced by the level of the recipient's issue-involvement or response-involvement. When the recipient views their judgment as being less consequential, they will likely place greater value on economic concerns than reliability concerns.

== Practical application ==