HEURISTIC VERSUS SYSTEMATIC INFORMATION-PROCESSING AND THE USE OF SOURCE VERSUS MESSAGE CUES IN PERSUASION
HEURISTIC VERSUS SYSTEMATIC INFORMATION-PROCESSING AND THE USE OF SOURCE VERSUS MESSAGE CUES IN PERSUASION
复制标题
DOI：
10.1037/0022-3514.39.5.752
复制
发表时间：
1980-01-01
影响因子：
7.6
通讯作者：
CHAIKEN, S
中科院分区：
文献类型：
--
作者：
CHAIKEN, S
在实验一中，183名大学生阅读了一条有说服力的信息，这条信息来自一位讨人喜欢或不讨人喜欢的沟通者，他在两个主题中的一个主题上提出了6或2个论点。高参与度（HI）的Ss预期讨论的消息主题在未来的实验会话，而低参与度（LI）的Ss预期讨论不同的主题。对于HI SS，意见的变化显着更大的6个参数，但不受沟通者的可爱。对于LI学生来说，如果有一个讨人喜欢的沟通者，意见变化会显著更大，但不受论点操纵的影响。在实验二与80个类似的Ss，HI Ss表现出更大的意见变化时，暴露于5个参数从一个不讨人喜欢的（与1个参数从一个讨人喜欢的）沟通者，而LI Ss表现出显着更大的说服力，响应1个参数从一个讨人喜欢的（与5个参数从一个不讨人喜欢的）沟通者。研究结果支持的想法，HI导致消息接收者采用系统的信息处理策略，其中基于消息的认知调解说服，而LI导致接收者使用启发式处理策略，其中简单的决策规则调解说服。支持的假设，内容与源介导的意见改变会导致更大的持久性。(37参考）（PsycInfo数据库记录（c）2020阿帕，保留所有权利）
In Exp I, 183 undergraduates read a persuasive message from a likable or unlikable communicator who presented 6 or 2 arguments on 1 of 2 topics. High involvement (HI) Ss anticipated discussing the message topic at a future experimental session, whereas low-involvement (LI) Ss anticipated discussing a different topic. For HI Ss, opinion change was significantly greater given 6 arguments but was unaffected by communicator likability. For LI Ss, opinion change was significantly greater given a likable communicator but was unaffected by the argument's manipulation. In Exp II with 80 similar Ss, HI Ss showed slightly greater opinion change when exposed to 5 arguments from an unlikable (vs 1 argument from a likable) communicator, whereas LI Ss exhibited significantly greater persuasion in response to 1 argument from a likable (vs 5 arguments from an unlikable) communicator. Findings support the idea that HI leads message recipients to employ a systematic information processing strategy in which message-based cognitions mediate persuasion, whereas LI leads recipients to use a heuristic processing strategy in which simple decision rules mediate persuasion. Support was also obtained for the hypothesis that content-vs source-mediated opinion change would result in greater persistence.(37 ref)(PsycInfo Database Record (c) 2020 APA, all rights reserved)