Heuristic-systematic model of information processing: Difference between revisions

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== Practical application ==

Research into information processing, especially in persuasive messaging, can be applied in [[advertising]]. For instance, HSM has been used in Internet [[Web page|webpage]] considerations.

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>

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,<ref name="wathen" /> 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 process theory (moral psychology)|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|author1=Steginga, Suzanne K. |author2=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>

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, at [[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 [[Shared decision-making in medicine|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 control|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|author1=Steginga, Suzanne K. |author2=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 ==