Heuristic and systematic information processing within and beyond the persuasion context

Abstract

Heuristic-systematic model of how people assess the validity of persuasive messages "systematic" processing is the more methodical, effort- and data-intensive, explicit mode "heuristic" processing depends more on implicit rules and schemata, and requires less effort and cognitive capacity cues include message length and source likability describes what determines how extensively each mode is used interactional and additive effects of concurrent use sources of biased processing expands the model from its initial accuracy motivation context to include effects of . . . the defense of current beliefs, and impression management model applicable to . . . impression formation and social prediction (PsycINFO Database Record (c) 2004 APA, all rights reserved)