Shelly Chaiken’s heuristic-systematic model (HSM) is a “dual process” theory that identifies two coexistent, but qualitatively dissimilar, means by which receivers of persuasive messages process information. It applies to those contexts in which receivers aim to assess the validity of a point of view, to determine the truth of the persuasive message, or to connect attitudes with relevant facts. This model posits that there are two cognitive paths—systematic and heuristic processing—that can be used by persuasive message recipients in this quest. The HSM is one dominant theoretical perspective in investigating persuasion and attitude change. This entry defines the two process modes and their determinants.
Littlejohn, Stephen W and Karen A.Floss. (2009). Encyclopedia of Communication Theory.USA:SAGE.654
Penanggungjawab naskah :
Edwina Ayu Kustiawan
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