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Heuristic-Systematic Model

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Noel Rizzuti

on 14 November 2012

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Transcript of Heuristic-Systematic Model

A model that explains how people receive and process persuasive messages. The model states that individuals can process messages in one of two ways:
heuristically or systematically. Definition Noel Rizzuti Heuristic-Systematic Model Similarities Hypothesis Individuals are more likely to minimize their use of cognitive resources: therefore, they revert back to the heuristic intake and processing of messages.

However, its sufficiency principle states perceives will strike a balance between minimizing cognitive effort and maximizing confidence in a given judgement.
Situational Relevance Heuristic Processing - Experience based techniques
- Economic advantage of minimal cognitive effort
- Governed by availability, accessibility, and applicability
- Persuasion is viewed more as a whole, than as individual pieces
- Importance is placed on context cues
- De-emphasize on detailed information search; utilizes previous knowledge structures, most often stored in memory
- Intuition, educated guesses, common sense, professional opinion Systematic Processing - Comprehensive, analytic
- In-depth treatment of judgement relevant information
- Content, information based
- Requires considerable cognitive effort
- Individuals actively attempt to comprehend & evaluate the message argument
-Accuracy is important to decision
- Detailed, meticulous Using Systematic processing...

Attitudes are more likely to be more stringent
more resistant to counterarguments
more predictive of long-term actions.
Occurs when reliability concerns are predominant
Also occurs when significant importance in accuracy argumentation is perceived.
Source credibility affects persuasion under
conditions of low issue-involvement and response-involvement. Using Heuristic processing...

Attitudes will likely be less stable
less resistant to counterarguments
less predictive of future behavior.
Occurs when economic concerns are
predominant.
Reliability concerns are influenced by the level
of the recipient’s issue-involvement or response-involvement. Elaboration Liklihood Model Differences Both dual-routes to persuasion

Both agree that peripheral & heuristic processing requires less cognition and form less stable opinions

ELM: central route processing & peripheral route processing
HSM: heuristic & systematic

ELM: High elaboration vs. Low elaboration (motivation/ability)
HSM: High Involvement vs. Low Involvement

ELM states the two routes process independently of each other.

ELM focuses on systematic processing. Model puts more emphasis on central route...does not believe that heuristic/peripheral processing exerts much influence on persuasion. Only in the case of lack of information availability.

ELM frames peripheral processing to be bias, by nature inaccurate, while central is objective. Discussion of Articles What were your thoughts about "bias minds making better decisions?"
Do you think there is there such a thing as having too much information?
What do you rely on when the decision includes anxiety? Conclusion How do you think the majority of information is processed?
Do you think that personality factors in?
Is there a clear route taken or is it a mixed path?
Do you believe that emotional appeals are unstable and easy to change? How does this relate to the political article regarding how people made decisions about unknown issues?
Did that surprise you?
Is that how you handle issues you don't have knowledge about? Times of Anxiety
-health decisions
-school choices
-family conflicts Decisions when there is little personal knowledge.
-validity persuasion Advertising Strategies
-low involvement/high involvement
-non profits How has processing and motivations changed since the 1980s?

Instead of trying to hit consumers when they are "ready for the message" and systematic persuasion...how are narrative techniques being used now for typical "central processing" items? How might advertisers use bias processing in formulating successful branding opportunities for clients?

In what ways might bias processing enter into someone’s decision about which university to attend?
Crucial factors in guiding their decision? How could the HSM model be applied to "extreme couponers"?
Full transcript