Systematic v's heuristic processing model
- Created by: steph1713
- Created on: 22-02-14 01:24
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- Systematic v's Heuristic processing model
- Systematic processing
- We consider the arguments carefully
- The content is most important
- More likely to use this strategy a situation is personally involving
- CHAIKEN (80)
- Heuristic processing
- We take shortcuts to make up our mind
- We over-simplify
- The message content (where and how it is said) is most important
- Expertise and attractiveness of speaker are therefore effective
- Another factor is the number of points supporting the argument
- Expertise and attractiveness of speaker are therefore effective
- Individual is more likely to use this strategy when personal involvement is low
- Assumed these attitude changes will be less stable, more prone to change + less predictive to subsequent behaviour
- Stroebe (02): Several studies show this to b the case
- Which strategy is used depends on how important the issue is
- Ito (02)
- Studied the effects of heuristic and systematic processing
- Findings
- When P's were involved or interested in the issue they were influence by the strength of the message
- Implying P's used systematic processing
- P's with low interest in the issue were influence by the credibility of the source
- Implying P's used heuristic processing
- When P's were involved or interested in the issue they were influence by the strength of the message
- A02
- Attitude changes were measured immediately afterwards
- Short-term
- Does not assess if changes are permanent
- Attitude changes were measured immediately afterwards
- Systematic processing
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